So, you may be able to control yourself, but how do you control others in your organization without being heavy handed? The beauty of social media is the free-wheeling organic culture that allows nearly barrier-free communications. You need a policy that nurtures engagement while keeping message-makers and status-updaters from getting you in trouble in the media or with the boss.
My rule of thumb? I don't post anything online that I wouldn't want to see as a headline in the newspaper (or an online news source). Remember, this stuff is permanent and that means forever.
The best corporate policy I've seen to date that helps employees understand how their role as an individual online meshes with the needs of their employer was developed by IBM and can be found here. They ask employees to avoid politics -- which of course doesn't make sense if politics is the point of your social media experience! But there are many other approaches that really help communicate your responsibility as a public figure online and how that might affect your employer.
Here's the IBM Social Computing Guidelines: Executive Summary
Know and follow IBM's Business Conduct Guidelines.
IBMers are personally responsible for the content they publish on
blogs, wikis or any other form of user-generated media. Be mindful that what you publish will be public for a long time—protect your privacy.
Identify yourself—name and, when relevant, role at IBM—when you discuss IBM or IBM-related matters. And write in the first person. You must make it clear that you are speaking for yourself and not on behalf of IBM.
If you publish content to any website outside of IBM and it has something to do with work you do or subjects associated with IBM, use a disclaimer such as this: "The postings on this site are my own and don't necessarily represent IBM's positions, strategies or opinions."
Respect copyright, fair use and financial disclosure laws.
Don't provide IBM's or another's confidential or other proprietary information. Ask permission to publish or report on conversations that are meant to be private or internal to IBM.
Don't cite or reference clients, partners or suppliers without their approval. When you do make a reference, where possible link back to the source.
Respect your audience. Don't use ethnic slurs, personal insults, obscenity, or engage in any conduct that would not be acceptable in IBM's workplace. You should also show proper consideration for others' privacy and for topics that may be considered objectionable or inflammatory—such as politics and religion.
Find out who else is blogging or publishing on the topic, and cite them.
Be aware of your association with IBM in online social networks. If you identify yourself as an IBMer, ensure your profile and related content is consistent with how you wish to present yourself with colleagues and clients.
Don't pick fights, be the first to correct your own mistakes, and don't alter previous posts without indicating that you have done so.
Try to add value. Provide worthwhile information and perspective. IBM's brand is best represented by its people and what you publish may reflect on IBM's brand.
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Excellent post, Sarah. As more and more folks start to use social media as a way to publcize a message, it's important to remember that as much as it may be clear to the write they're separating personal and professional messages - the line is very blurry to those who aren't inside the writers' head. Carelessness can lead to more problems than not down the road.
ReplyDeleteKeep up the good work!