By Lindsay Sinyerd
In today’s fast-paced, technologically-obsessed world, social networking websites are thriving, not only among technology-savvy teens and young adults, but also among their older counterparts. Social networking websites, such as Facebook and MySpace, offer opportunity to connect with people worldwide. These websites give members a chance to catch up with friends and family, share their photos and videos, join groups with like-minded individuals, and meet new people in their community, or practically anywhere for that matter. These numerous benefits mean increased popularity. For instance, in Dec. 2008, Facebook boasted more than 10 million Canadian members.
With so many potential customers online, there is opportunity to leverage the popularity of social networking websites to gain competitive advantage. Some organizations now use these websites as a means of marketing their products and services through their employees. Many companies use Facebook, for example, to advertise. Halifax mayor Peter Kelly made gains in his 2008 bid for re-election with help from Facebook advertising which targeted the important younger population. Facebook facilitates advertising by allowing businesses to target various geographical, school or workplace networks, which members can choose to join.
Numerous companies also set up a profile for their business so that social networking members can access information about the company, ask questions or even share their opinion or experience. For example, a Halifax-based 3D/4D ultrasound clinic for pregnant moms in Halifax, takes advantage of this approach. Its Facebook group has over 250 members; however, anyone can look through the group profile for directions, contact information, to browse photos, videos and comments. While this new means of reaching a broad audience is exciting, it also creates a number of serious concerns with employee productivity, privacy and the potential for loss of control of the company image or brand.
Employee use of the Internet, whether it’s to manage the company social networking profile or for a break from work, can quickly lead to decreased productivity. Social networking websites can suck up a lot of the user’s time. “Creeping” through profiles and photos on Facebook, for instance, can become a huge time-waster when the user could be doing something more productive, like working. According to a 2003 Ipsos-Reid study, Canadian employees spend 4.5 hours a week at work surfing the Internet for personal reasons, and social networking websites are only increasing the time wasted online.
Social Networking & the Workplace
Many employers have implemented organizational practices and policies in an effort to reduce time wasting on social networking websites while at work. Some employers, such as provincial governments, have even gone as far as to block those websites so employees cannot access them. However, time-wasting is not the only social networking sin. More serious lapses of judgment facilitated by the social networking environment could lead to severe consequences for employees, including embarrassment, discipline, termination or even a lawsuit.
Users in the social network realm must remember that their photos and comments are being viewed by others. If anything posted on an employee’s profile is interpreted to demean their company or employer, that user could face repercussions. And with the number of people browsing social network websites, this is not an unlikely scenario. On Facebook, members add multiple “friends,” including work associates, who can view their profile and any information they have provided, including comments, work and educational history, and photos. Privacy settings can be adjusted to censor content. However, social networking members need to be aware of the implications of their postings. Many employers (or potential employers) would not be impressed by photos of their employees intoxicated or engaging in illegal activity, especially if it involves the workplace.
Employee Privacy versus the Social Network
When faced with questionable activity involving a social networking website, employers must understand their employees’ rights and vice versa. Defamation of character and harassment draw penalties regardless of the medium, online or otherwise. Comments posted on an employee’s profile which could be viewed as defamatory against their employer could result in disciplinary or legal action. Additionally, trade secrets and competitive advantage can be compromised, intentionally or not. Company logos can be lampooned and copyrighted information can also be easily leaked online by naïve social networks users. Users must consider that everything posted on their profile creates a permanent record. Though individuals may deny ever saying something defamatory; if it is written online chances are more people have read and remembered it, or have even made a copy of the statement. Content on websites can be shared broadly or saved permanently with just a point and click of a mouse. It’s therefore extremely important to be aware what is being shared and accessed on a social networking website.
Harassment is another example of a liability in the social network realm. More cases of employees being disciplined for harassing their co-workers on the Internet are coming to light. Postings made on MySpace, Facebook or other social network websites can be used as evidence in court, and criminal law applies in certain cases of online harassment. Employers can also be penalized for failing to put a stop to online harassment, or cyber bullying, between employees.
Recently one internet marketing consultant was encouraging a group of small business entrepreneurs to include social networking and blogging skills in their list of desirable skills for seasonal employees, and to have such employees use their social networks to market their employer’s products and services. At first blush, this sounds like a great opportunity to harness the creative energy and enthusiasm of new employees. However, if their judgment and discretion are somewhat askew of their employer’s, there may be very damaging results, with inappropriate photos or stories from work being posted; and, ill-chosen vocabulary or spelling and grammatical errors may actually turn off prospective customers. I recently visited a blog of a local coffee house that included a story about the owner needing to clean up after a sick cat in the kitchen … I won’t be visiting that coffee house for a while…
To ward off these potential pitfalls, employers considering leveraging their employees’ social networking activities need to clearly communicate what content is appropriate and acceptable and what is not. By the time the rules are set out, many employees might not see the fun in the endeavour. If employees misconstrue and inadvertently harm the image of the employer or clients through their comments, blogging, and postings, it would be hard for the employer to complain if the employees were actually asked and encouraged to do this. While innovative uses of technology are to be applauded, both employers and employees need to be cautious of the harm that can arise from a careless entry or ill-considered blog. Being forward thinking and leading edge is great, but while it is true that the early bird gets the worm, it’s the second mouse that gets the cheese.
The Internet is not outside of the law. Employers and employees alike must remember that defamatory and/or harassing comments are illegal, no matter where they are expressed. The workplace risk of having to deal with these types of matters increases when employees are able to browse the Internet at work; however, organizations can be proactive in managing their risk.
The Proactive Organization
Social networking websites create a minefield for organizations: from time wasted to the risk of harassment or defamation. While employees may consider their blogging, personal web pages, and social networking to be personal, private and an exercise of their freedom of expression, these activities can have a deleterious effect on their employer. While employees have freedom of expression, employers do have the right to expect loyalty from employees. So employees need to consider grousing about their day at the office somewhere other than their on-line blog or Facebook account. Furthermore, even if employees are not writing anything in the public domain, their surfing and “private” e-mails while at work or on employer networks can be monitored: employers have the right to monitor what their employees are doing at work. Some businesses use this right in an attempt to head off potential problems with computer usage.
According to a 2005 survey conducted by the American Management Association (AMA), 76 percent of employers monitor their employees’ website connections. The AMA also reported that just under two-thirds of employers block certain websites, and 36 percent track browsing history and time spent at the computer. But this raises another potential snag in the employee -- employer relationship: the perceived invasion of privacy that may come along with an employer’s decision to start watching their employees online.
An employer can monitor their employee’s browsing history, block non-relevant websites, and even go through an employee’s e-mail. However, employers are expected to put employees on notice that they are doing so. Most employees could be put off by having “Big Brother” invade their e-space. The best way to avoid confusion or any ill feelings is to make a clear Internet-use policy which is effectively communicated to employees. In her Canadian HR Reporter article, “The Blackberry Battle,” Natalie MacDonald recommends the following points for an Internet policy:
- The employer owns the computer resources
- The employer has the ability to monitor, access and disclose material related to the computer system
- The purpose for which computer resources are provided
- Employees should not have any expectation of privacy regarding computer resources
- What Internet use is acceptable and what Internet use is unacceptable
- Anything sent by e-mail over the Internet may not be confidential
- The consequences for employees who contravene the policy
A clear linkage between computer/internet policy and the workplace harassment policy is also recommended. Reiterate the fact that any workplace-related harassment, no matter the medium or location, will be treated as such.
The most important aspect of any policy is communicating it to employees. Without effective communication, policies are meaningless. Providing a copy of policies to employees at the start of their employment is ideal. Companies may also want to consider training programs, employee newsletters, and other initiatives to help facilitate communication and understanding of organizational policies and procedures.
The possibilities and opportunities of social networking are exciting. But the ancient parental warning still applies: It’s all fun and good until someone gets hurt.
Despite recent economic news that seems to cast a pall over the entire year past, looking back on the last twelve months at HRA gives us many reasons to call 2008 a good year. 
The distinction between public and private spheres is blurring. As noted in Lindsay Sinyerd's article (above), the burgeoning options of social networking, and virtual communities offer many opportunities for individuals to readily share their thoughts and experiences with not only their friends and acquaintances, but also with anyone who has an internet connection. This access to a global audience is reciprocal, meaning that not only can individuals e-publish to the world, but also that other individuals and organizations are able to see what is being said about themselves. Personal thoughts and opinions expressed in the e-world are not private, and may therefore be subject to consequences.
