Chapter 17
Defining the Rules of Engagement
To prevent information leaks and other liabilities, companies are drafting guidelines for social media interaction. A rule of thumb: Don't be stupid.
—BUSINESS WEEK1
With access to social tools, we are more influential than we realize, and that works both for us and against us.
Before we create and implement outbound social media programs, we must first educate employees on the benefits and hazards associated with social media and the workplace. However, this should not include banning access to these networks. I discuss that topic more thoroughly a bit later.
Without realizing the impact of a single update, employees are jeopardizing brand stature, reputation, and competitive edge. Also, employees are sharing candid and damaging thoughts and updates—intentionally and unintentionally—that possess an uncanny ability to surface when least expected and be discovered by people who were never supposed to see them in the first place.
And, perhaps accidentally, employees are sharing company secrets and information that should never see the light of day, and are doing so simply because they have access to the tools that personally connect them to their friends, family, and peers. Just because we have access to the tools doesn't mean we know how to use them.
Yet, heeding BusinessWeek's advice is easier said than done. One might believe that common sense is pervasive and prevailing; I believe that common sense, however, is mostly uncommon. In ...
