A mini-furore erupted on Twitter this week, when a Twitter developer tweeted about “some nifty site features” in development on the internal version of Twitter that could impact third party solutions. GigaOM has a good post documenting it all, and the title says it all – Twitter Staffer Stops Blogging After Backlash
The interesting part and reason for this post:
So did the Twitter incident cause Payne to stop blogging? He says in his final blog post that while he intended the personal blog to be a place where he could talk about ideas, his posts had started to “spark whole conversations that I never intended to start in the first place…”
It’s an issue that many organisations worry about when embarking on a social media strategy – what if an employee gives out information they shouldn’t? How do you control the message? And the simple answer is you can’t. How you react is another matter entirely.
Back when I worked at Microsoft, a great mentor told me about a case study he had researched as part of his management studies. A Japanese manufacturer, through human error, experienced a serious problem in their production line. Serious enough to damage both the stock price and reputation of the brand (as well as cost a small fortune in lost inventory and wasted resources). The person at fault offered his resignation. In many organisations he would have been fired before having the chance to volunteer. His resignation was refused. The CEO was asked why (when interviewed for the case study). His response went along the lines:
What would I gain from firing him? The problem still needed fixing and he was a good employee, who would have gone to one of my competitors. I didn’t fire him, I promoted him and put him in charge of not only fixing the problem but improving the process… (spotting the mistake sooner would have cost less)
Pity politics doesn’t work this way…
If you’re a good person (I do believe that applies to the majority) and you screw up, you learn a hard lesson very fast but it is not one you will quickly forget. And having learned the lesson through bitter experience, you have a vested interest in seeing the problem fixed and helping others avoid falling down the same rabbit hole. It’s simply adding another mistake to the pile if that experience is ignored or lost out the door.
There’s an old ‘techie’ quote about hard disk failures and the importance of back-ups: there are those who have lost their data and those who have yet to… Organisations wanting to embrace social media but worrying about the ‘what if…?’ need to do two things:
- Implement a policy and training programme, even if it’s just lunch briefings, to ensure everyone understands their responsibilities when discussing company information in any pubic forum, social or otherwise.
- Have a procedure for how to handle the inevitable mistakes. Step 1: Identify the type of mistake – is it a disgruntled employee deliberately trying to cause damage or (far more likely) human error. Do not treat them as the same thing.
- Dell B2B Social Media Huddle part 4: Case Studies (see Salesforce.com for great tips)
- Dell B2B Social Media Huddle part 3: The Business Case (good advice)