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Dominic Moretti 21 February 2012 Kornecki Word Count: 1,105 Internal Social Media Practices and Policies

Incorporating social media into the workplace is really the new frontier of the business world. Each modern organization has been forced to confront this new category of communication and as a result many paths of practice and policy have been forged. While the needs and social structure within each organization differ, there is an undeniable need to acknowledge the presence and power of social media and how the sources should be applied in the specific workplace. The content of this summary will examine three individual approaches and observations regarding the use of social media in a workplace environment. Drawing on these sources, I will present both the pros and cons of social media although focusing on the positive use for this medium for internal communication. The first source which I selected is a series of slides produced by Amanda Laird a Communications Specialist at CNW Group. In her online presentation, Laird provides an excellent list of reasons as to why social media not only can be used for internal communications but why it should be used. Among her reasons she lists the ability to build relationships with employees, increase internal brand awareness, and listen to employees as advantages of effectively incorporating social media in the workplace.1 These three reasons alone begin to illuminate the power and potential which social media can provide to a business successful functioning and community. On a second slide, Laird provides a diagram that illustrates how the

Laird, Amanda. "Social Media for Internal Communications." SlideShare. Web. 20 Feb. 2012. <http://www.slideshare.net/cnwgroup/social-media-for-internal-communications-3551427>.

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introduction of social media has led to an incredible web of social connections.2 The multiple social media outlets such as Facebook, Twitter, LinkedIn, and Instant Messaging (to name a few) do not have to be regarded as distractions, and Ms. Laird argues for this stance as well. This source also provides an excellent visual which depicts how social media leads to a broader connection within an organization. The image depicts the communication and collaboration of an organization symbolically as two small gears which are connected and function as a set. A larger gear is then shown working with both the communication and collaboration gears and this larger one represents connection. This excellent illustration conveys the primary benefit of responsibly incorporating social media into a business. When social media is effectively implemented, the communication and collaboration of all employees is strengthened and unified by an overarching social connection.3 Writing with a similar analysis on internal social media, author Burton Goldfield of Entrepeneur.com expands on the great resources social media can provide for an organization. Goldfield writes, These tools can help business owners align corporate goals, drive employee engagement and streamline operations.4 In what I would describe as a perfect summary, Mr. Goldfield reveals the power of social media to affect business relations, productivity, and ultimate success when used correctly within a company. The author goes on to describe in detail how various social media outlets have been used successfully as internal communication channels for his organization. He describes how the use of social media is extremely effective in

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<http://www.slideshare.net/cnwgroup/social-media-for-internal-communications-3551427>. <http://www.slideshare.net/cnwgroup/social-media-for-internal-communications-3551427>. 4 Goldfield, Burton. "How Social Networks Can Boost Productivity." Entrepreneur. Web. 20 Feb. 2012. <http://www.entrepreneur.com/article/219229>.

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ensuring the uniform functions of an organization and interestingly, how social media allows all employees to better understand the necessity and value of their role in a project.5 While this analysis has thus far only highlighted the positive aspects on social media, the next source shows how a business must also regulate social media to ensure it is used responsibly and productively. On a page from IBMs website, the companys Social Computing Guidelines have been compiled and show how a large corporation has approached this topic of internal social media use. At the beginning of the detailed regulations, IBM identifies two distinct purposes for using social media in an internal setting to learn and to contribute. The first of these, to learn, emphasizes the importance of open exchange and acknowledges that Social computing is an important arena for organizational and individual development.6 This first precedent shows that IBM recognizes the necessity of being fluent in social media to ensure the continued success of the corporation in a world dominated by the medium. The second principle, to contribute, shows IBMs recognition of social media as a means of maintaining public and industrial recognition and as a channel for publicizing achievements. In a series of 12 rules, IBM clearly spells out the requirements and expectations of the use of social media as it relates to internal and company communications. This list could surely be used and molded to any business in the process of formulating its own guidelines for internal social media communication. The first topic of these 12 rules is rightfully placed at the beginning of the list and states that employees must follow the corporations business conduct guidelines.7 Ensuring all

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<http://www.entrepreneur.com/article/219229>. "IBM Social Computing Guidelines." IBM. Web. 20 Feb. 2012. <http://www.ibm.com/blogs/zz/en/guidelines.html>. 7 <http://www.ibm.com/blogs/zz/en/guidelines.html>.

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employees are first made aware of the organizations business guidelines has to be the foundation for creating a responsible internal social media environment. In rules two and three, IBM reminds its employees that care must be taken when publishing any variety of content. As they state, it is necessary to remember that content published on the Internet is very difficult to permanently remove and ones material not only reflects on themselves but also on the public image of the company.8 Another important aspect of using internal social media in a company is to reflect on the potential legal conflicts which can occur. In IBMs rules four through eight a variety of important issues are tackled which one may not immediately think to consider. These rules remind employees of the necessity to avoid copyright infringement, derogatory slurs, privacy infringement, and labeling their views as directly representing the company.9 These rules, while they may appear to be common sense, are incredibly important when establishing professional social media guidelines. In the remaining rules published by IBM, the instructions shift towards ensuring internal social media does not become unprofessional or a distraction the con of social media so often blamed for its exclusion. In my opinion, including these rules spells out an organizations expectations of employees and will then hopefully deter them from wasting company time or carelessly publishing content. 10 After compiling and analyzing the issues raised in each of the sources it is clear that there is a great potential value for the business that successfully incorporates social media into their internal communication. While it is definitely necessary to address the traditional and more
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<http://www.ibm.com/blogs/zz/en/guidelines.html>. <http://www.ibm.com/blogs/zz/en/guidelines.html>. 10 <http://www.ibm.com/blogs/zz/en/guidelines.html>.

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complex concerns of using social media, the benefits can no longer be simply dismissed. The presentation, article, and regulations analyzed all point to the ever-increasing role and functional aspect which social media has begun to take in the workplace.