Big thanks to Heather Rast (@heatherrast) for sharing her real-life story of how social media involvement affected her corporate career. This is a very important topic that affects nearly all businesses today. In Heather’s case, you’ll see that her social media activity led to some significant problems with her former employer. You’ll also hear from Heather that she’d do it all over again, despite what happened to her.
When I heard about Heather’s situation, I was anxious to get this story out. We can all learn from this issue – as owners, employees and personal brandkeepers. Would love to get everyone’s thoughts on this. Thanks!
By the way, Heather and I first met via Twitter. Heather put a ton of detail into this, and I truly appreciate her time. – Joe Pulizzi
What types of social media/social are you involved in?
I’m actively involved in: my blog, Twitter, Facebook, YouTube, Delicious, StumbleUpon, LinkedIn, FriendFeed, and Flickr. I had active presences on each of these before the incident and remain active today at those sites.
Can you give us an overview of what happened, as it relates to your social media involvement?
I was employed by a software development company, and my role was director-level. My role included leading a team of ten Web interface designers and content strategists. My focus was entirely on the best ways to present and market our client brands on the Web.
After being involved in social media, I learned that my mindset toward it was not shared by all. Others may be more circumspect, calculating, methodical, and generally more reserved in their approach to growing and learning. By comparison, I prefer to do research, consult with experienced persons, and leverage my intuition to make first steps, closely evaluating results but persisting in moving ahead.
Our company did not have a freelance or social media policy. Because of my level of responsibility, I thought it within my purview to choose methods for generating interest among outside parties about what my team did, and what we had to offer. I used Twitter to share ideas like “Just had a great client meeting. I think they’re understanding what a SEM campaign can do for their short-term search goals.”
One of the persons who didn’t agree with my approach/style decided to selectively cull certain Tweets from my stream, and present them to executive management. They asserted that I was sharing confidential client information and using poor judgment. My personal Facebook account (the daily status updates) was also called into question, as was my blog in the topics I wrote about. But the impetus for the sudden focus on me, I believe, was primarily Twitter. Interestingly, I wasn’t the first person to use Twitter and refer to work-type topics.
The reality is, I never mentioned a client by name, and I never detailed any client project. But the suggestion by my accuser was that if a client found my Tweets and used the time stamp, they could deduce that I was talking about them.
In the end, my saving grace, I believe, was that my boss lacked the bandwidth to easily assume my duties. There were some additional punishments, and the sum total effect sufficiently caused a lot of reflection about earning a livelihood, while also being confused about what the company really thought I could and should offer.
What would be your advice to others in your situation?
Certainly, I learned the hard way that Tweets can be parsed, and meaning can be applied to my words without benefit of context. That those actions intentionally distort facts is immaterial. I find that very ironic—that some “well meaning steward of the company” can twist my words to suggest I’m a poor representative of the company.
To others that feel a compelling need to share, exchange ideas, and grow via Twitter, I’d say this: if you don’t own the company (and therefore don’t have autonomy), ask what the corporate social media policy is. If you find it flexible enough for your needs, then great—advise your boss in writing that you’re an active in blogs/social media and that you will adhere to rule 4.2 section A or whatever. Be up front and intentional about your after-hours involvement in communities.
If a policy doesn’t exist, go on record providing samples (IBM and Dell are readily available and often referenced [jp-here's Subscribe - Junta42 - Find Content Vendors - Get the Book
8 Comments
Joe,
Great work. This is a very timely topic that every organization active in social media needs to consider.
Thanks to Heather for sharing her story.
Paul
Joe -
Take a look at Do Social Media Sites Pose a Hidden Threat to Publishers?: http://www.pubexec.com/blog/do-social-media-sites-pose-hidden-threat-publishers-301111.html
Interesting Rob…all the more important for publishers to take time and create a social media policy that makes sense. Now’s the time.
Thanks for sharing.
How nice of Heather to share. Very helpful. Thank you. I’m curious to know how old Heather is. Although well meaning, her actions did not seem to be well thought out across the board. All too often younger (I’m 45) people tend to react and want to be seen for something new and innovative. Project teamwork is what its all about. You know what they say…Stay close to your friend – even closer to your enemy.
Jean,
I shared my experience, which clearly represents only one perspective on what transpired, with Joe because I’d come to trust him and enjoy his work. I assume he viewed my story, so to speak, as a way to bring color to a very relevant topic he thought relevant to his audience. This being print and not a deeply detailed depiction of events, some very important nuances have been lost, and likely best kept that way.
I don’t feel compelled to jump on bandwagons or make noise for the sake of gaining attention or interest, and if I’m reading your suggestion properly, that’s possibly the impetus for my actions in your opinion. Not applicable. I’ve 17 years in marketing, branding, and advertising (to answer your question, placing me late 30′s), representing global and national consumer brands. And I’m humbled by the stellar talent I’ve had the good fortune to lead and build teams from. I very well know the value of joining together to approach a common goal and generate results.
But I think you miss the point by going down that path, and I’m unclear as how the last sentence fits in with the rest of your comment. I’m sure I can’t sufficiently comment back in this space. It’s important to consider, however, that preemptive measures can only be taken when there are known (or anticipated) risks involved–which frankly implies intent of some sort. In my case, I had no such intent, and simply failed to recognize (or fully appreciate) the harbored feelings that ultimately started a chain of events, for passive-aggressiveness is not in my nature. I hope this brings the possibility of such things happening into the forefront of others minds so that they might take other measures.
Still, it’s my personal opinion that for lack of a SocMed policy, a biz doesn’t reasonably establish fair license to “wait and see,” to judge what might crop up–too ambiguous and open to interpretation. Most, including myself, are comfortable working within boundaries that are clearly defined.
Upon reflection, I think the possibility exists that the issue was less what I chose to write, and more than other(s) were uncomfortable with determining how the use of SocMed tools fit in the equation. I might be wrong.
Again, only one opinion/perspective. Thank you.
Wow, the candor and relevance of this post is priceless.
Thx for sharing such insightful post.
A very reflective mirror of reality not only in cyberworld but also in our daily lives. Yes bad things happen even to well intentioned good people
Thanks for posting this story. It’s all too familiar really in this day and age.
Your story highlights a few issues. One of them being the company’s failure in having appropriate policy in place, and why companies need to be diligent about changes in the workplace and engagement of new technologies.
The other one is that union representation can often prevent the situation Heather found herself in – bullied and hauled across the coals because the company didn’t have a policy in place. From the story provided it didn’t seem Heather was ever given an opportunity to explain herself and since the company lacked the policies the worst ‘punishment’ it should’ve dealt out was a verbal warning.
It’s the responsibility of the company to outline all policies and to develop policies where deficiencies are highlighted.
Again, thanks for posting such an important story that could adversely affect people’s working lives.