Introduction
For most people, including employees, a day does not go by without accessing a social media site.
Employees may frequent social media sites, even while at work. Social media sites include Facebook, Twitter, My Space, You Tube, LinkedIn, Foursquare and Plaxo. Other social media sites include Orkutin Brazil and India, QQin China, Skyrockin France, VKontaktein Russia, Cywoldin South Korea, and Muxlim, which focuses upon Muslim society. The methods of communicating vary from blogs, to wikis, to instant messaging (IM), text messaging, and use of sites such as ResearchGATE for scientists and researchers.
Businesses are also using social media extensively. They may use it to promote and market a business and to build their brand.
Kodak’s Chief Marketing Officer explains it well in Kodak’s Guide to Social Networking:
“Why do I take the time to use social media like Twitter and Facebook? Because in today’s media landscape, it’s vitally important to be where our customers are. Kodak has always embraced this marketing philosophy, and today that means being active in social media.
“The exciting thing about social media is it offers the opportunity to engage in two-way conversations with your customers. What better way to know how to best serve your customers than to hear directly from them? Social media has enabled new ways to initiate conversations, respond to feedback and maintain an active dialogue with customers.”
Businesses also may use social media defensively by defending against potential negative communications about the business in the workplace.
In this context, the ease of utilizing social media and the speed at which items are posted greatly enhances the potential for damage. For example, in 2009, a Michigan mayor accidentally posted a link to sensitive employee information on this Twitter account. His pot linked to a report that had personal information on 65 city employees, including the Social Security numbers of six of those employees. The report also included information regarding wages and other garnishments.
Twitter is a service that allows users to send messages of up to 140 characters known as “tweets” to its web site and directly to interested users or “followers” who subscribe to get updates from a particular user. The City responded to the security breach by providing employees with a free subscription to an identity theft protection service.
What happens when technology collides with employer regulation of conduct at work or conduct that affects work or customers? This article explores some of the common issues.
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