The Workplace is all a Twitter

One of the hottest social networking tools is Twitter. Twitter is a Web site which allows you to write one hundred and forty character micro-blogs, which others can read in a scrolling "feed".  Twitterers follow these feeds to connect with one another. The site has blossomed in popularity and is likely to gain even more traction since President-elect Barack Obama used the site so effectively during his recent campaign.

But a hot debate is taking place about whether sites like Twitter have a place in the workplace. While there are many positives to the site, a downside is the potential loss in productivity because employees "tweeting" away are probably not getting work done. Plus, there is always risk that somebody might say the wrong thing that could embarrass an employer, or worse, get the employer sued.

So the reaction of many employers is to ban Twitter, along with sites like Facebook and YouTube, completely. And while this may seem like a sensible solution, you really are asking for trouble from younger generation workers as well a growing number of the older set. I don't think banning sites like these will work long term in the workplace. Plus, you would be amazed by the things employees say about you online after you ban their favorite site. Trust me; sites like Twitter are here to stay so you better learn how to play the game.

The first step is to educate yourself with Twitter. The benefits to your business may be enormous. Many companies, both large and small, have harnessed Twitter to effectively market their brands.  Perhaps you could even turn that twittering employee into an evangelist for your company. Next, consider these steps in allowing employees to Twitter and/or blog:

1. Get advice from in-house and/or outside legal counsel with a good understanding of technology and social networking.  This area of the law is changing at the speed of light.  Talk with a lawyer that can help you navigate your way through these issues.
2. Update your employment policies to cover blogs and social networking sites.  Many companies have policies that cover Internet use, email, cell phones and other technologies.  But do your policies cover blogs and social networking sites?
3. Develop a corporate blogging and/or social networking policy. Make sure that employees understand the consequences of violating the policies. Make sure employees know not to disclose confidential or proprietary information on blogs or social networking sites. Tell them to think twice before posting anything that could be considered defamatory.
4. Train employees on the benefits and risks of using such sites.
5. Appoint someone who will be in charge of monitoring social networks and/or blogs for the company. Learn how to use RSS feeds to do this effectively.

Chances are someone from your company is already on Twitter and/or other social networking sites regularly. So don't wait. If you don't define how your employees use Twitter, they will define it for you. It's better to get on board before it's too late.

 

Comments

[doug mitchell]

the benefits of using twitter to create/build/enhance community are huge if it's used properly. too many firms come out of the gate using twitter as an "online sales pitch" or "coupon site".

i feel for the larger company's position on this because to your point if they don't define rules...then employee X could be saying some questionable things that are "reflective" of your company when it's discovered that X works for ABC, Inc. Yikes.

[Andy Drish]

Principal actually just unblocked Twitter... I'm not sure of the exact reason. Hopefully they're starting to the value in it. :)

I completely agree that companies should be proactive and educate employees about the sites. Unfortunately, I don't think that many companies have the knowledge or understand how to apply a proactive strategy to these types of media...

[Rush Nigut]

Doug and Andy,

Thanks for your comments. It is interesting to hear that Principal recently unblocked Twitter. From both your comments it reinforces my belief that employers need to educate themselves about social networking sites. Sticking their heads in the sand is not an option and will come back to haunt employers who do not plan a strategy for these sites.