According to Wikipedia, Social Networking is about ‘building online communities of people who share interests and/or activities, or who are interested in exploring the interests and activities of others.” Social networking allows us to nurture key relationships and stay connected with our trusted friends. Blogging and twittering are the latest additions to the social networking scene and are great ways to communicate instantly to a large audience. All of these methods of communication have grown so dramatically that it is sometimes difficult to weigh the advantages against the uncertain business risks involved.
The question companies have to ask is how much control they should have over the individuals who are asked to develop content for, or otherwise use these resources. Regardless of the method used, once released into the public domain, these messages can be republished easily by others, even if the original author removes them. Most companies have a general electronic policy, but as technology evolves, a more proactive, strategic plan needs to be in place to minimize unexpected legal exposure.
Here are a couple of hypothetical scenarios that you would want to avoid:
- A worker posts details of a crucial financial report prior to it being released, which could prompt serious charges.
- A worker posts a video of a high ranking company official in a not so flattering situation at an office party. That kind of thing can shatter a company’s public image.
Here are some suggestions if you are interested in establishing policies on social networking.
- Get fully informed on all the social networking venues, how they work, and how they are used.
- Identify the kinds of social networks utilized by your employees that you want to regulate. Be prepared to tell your people what they can and cannot say, particularly about bringing the company name into the activity.
- Decide what blocks should be put into place for which sites and at what level(s).
- Only grant access to those individuals who would need to access those social networking sites in order to add value to their job and the company in general.
- Write a clear, concise policy that can withstand legal scrutiny.
- Ensure that employees read and sign the policy.
- Update the policy periodically, and be sure that HR, legal and upper management are involved. It is vitally important that management is behind this initiative.
Social Networking sites are here to stay and in many instances, they can be a great tool to help in your marketing and sales efforts. However, it is best to err on the side of caution. Companies must protect their assets, their reputations, and their future.