UOSM2008: Topic 4 Discuss the ethical issues raised by business uses of social media

Social media is an umbrella term used to describe interaction through a plethora of online tools including internet forums, Facebook, Twitter, LinkedIn, Google Plus and many more. The IBE (Institute of Business Ethics) notes that ‘social media exhibits unique characteristics when compared to ‘traditional’ media forms.’[1] It differs owing to its speed, and its potential for a global audience. It is free or low cost in comparison to other forms of media and does not require much technical knowledge. It is highly interactive, content can be commented on, contributed to or shared. The IBE states ‘social media blurs private/public boundaries’ when ‘companies make use of social media (originally designed for personal use) for business purposes, and likewise employees access personal sites while at work.’[2]

Moreover, ‘social media poses an ethical challenge for businesses, through employees’ use of social media on behalf of the company, as well as their personal use.’[3]

Let’s look at the case of HMV Twitter fail. The Guardian’s Sam Jones reports ‘Angry employees ‘live tweet from HR’ to announce ‘mass exectution’.[4] See tweets:

All images sourced from The Guardian.

Sky’s Niall Paterson and Peter Barrow, Director of Reputation Communications on the HMV Twitter fail raising key astute points on the topic – highly informative and engaging video raising questions – What are the repercussions? and What does this mean for conventional forms of media?

In addition, Argos, in August 2011 fired an employee ‘for gross misconduct after he complained about his job on his [personal] Facebook page.’ He did not name the company in his complaint, but Argos maintained that the comments breached their ‘social networking policy and could ‘damage the reputation of the company.’[5]

Social Media Week in Washington DC’s article ‘To Tweet or Not to Tweet? The use of social media in the workplace raises ethical issues’ infographic reveals

Rachel King highlights the questionable behaviour of ASNs (Active Social Networkers), but simultaneously ‘raised the issue of the lack of internal communication around policy parameters which could provide guidance to ASNs to effectively do their jobs, engage in a reasonably and responsible manner, and assist in spread the corporate mission through their social media activities.’[6]

On hiring, employees immediately become unintended brand ambassadors, therefore, it is of paramount importance that clear social media policies must be established, communicated and upheld. What are your thoughts on negative blogs or tweets about your colleagues and employer?

Bibliography