Czaro Strategic Communications

The Pauli exclusion principle is a law of quantum physics that two solid objects cannot occupy the same space at the same time.

I saw that in action this morning when I witnessed a nasty car accident. I knew it was going to happen a few seconds before the crash, but I was powerless to stop it.

There’s another wreck that I see happening in the weeks and months to come. Once again, I’m powerless to stop it and the damage will likely be significant.

The coming collision pits workforce interests against workplace policies. Executives will battle employees in a social networking Thunderdome because both groups have different opinions about use and access of social networking.

That is, if you believe the findings in the 2009 Deloitte LLP Ethics and Workplace survey:

• 60% of business executives believe they have a right to know how employees portray themselves and their organizations in online social networks.
• However, 53% of employees say their social networking pages are not an employer’s concern.
• And, 63% of 18–34 year old respondents stating employers have no business monitoring their online activity.

It’s possible for both sides to win, however it will be hard for companies and workers to coexist without well thought out policies and protocals. And social networking policies can be a simple extension of electronic communication policies developed years ago.

But are policies needed? That answer is not as clear, so let’s go back to the Deloitte research:

• 17% of executives have formal ways to monitor the possible risks related to social network use.
• 49% of employees say strict guidelines would not change their behavior online.

“With the explosive growth of online social networks, such as Facebook and Twitter, rapidly blurring the lines between professional and private lives, these virtual communities have increased the potential of reputational risk for many organizations and their brands,” said Sharon Allen, chairman of the board, Deloitte LLP. “It is important for executives to be mindful of the implications of this connected world and to elevate the discussion about the risks associated with it to the highest levels of leadership.”

If policies and protocols aren’t the answer, then should organizations emphasize culture, values, and ethics to mitigate reputational risk? Or will ostrich management be the (non)solution?