Social Media Policy and Traditional News: If You Don’t Like It, Don’t Read My Tweets

Ch. 8 hired Matt Adams, not a news automaton.  If you want pure news feed, see @lasvegasnow. thx

Many employees are tweeting as part of their job. They talk about their company programs, initiatives, and what it is like to work for the company. Employees become an extension of the company persona, yet they can often cause more damage than good, especially if they forget their tweets and Facebook status updates can be misinterpreted. The employee who calls the boss an idiot may feel better but the employee's reputation and that of the boss are now suspect.

Many new journalists have joined the social media landscape in the past year. In response, new rules are being implemented about how and when an employee should represent the newsroom. In August 2009, ESPN took criticism for “prohibiting tweeting info unless it serves ESPN" and in September 2009, the Washington Post distributed rules for social media with the express goal of protecting the paper's reputation.

"Post journalists must refrain from writing, tweeting or posting anything - including photographs or video - that could be perceived as reflecting political, racial, sexist, religious or other bias or favoritism that could be used to tarnish our journalistic credibility. This same caution should be used when joining, following or friending any person or organization online.

"Post journalists should not be involved in any social networks related to advocacy or a special interest regarding topics they cover, unless specifically permitted by a supervising editor for reporting and so long as other standards of transparency are maintained while doing any such reporting."

The Washington Post recognized a traditional newsroom's reputation for factual reporting and honesty runs headlong into a conflict when employees fail to uphold journalism standards. It's a fine line that needs to explored in the realm of reputation: can a newsroom employee crack jokes, tease other employees, chat about their personal lives and still represent the news organization? When does an employee stop and start representing their employer?

In Las Vegas, KLAS-TV has fully embraced social media as a news gathering tool to provide access to news as it happens. The station changed its motto from Eyewitness News to News Now and reporters have been given iPhones with the anticipation that news can be recorded as it happens and shared via Twitter and the station's website. Many of the station's personalities and employees represent KLAS in their Twitter icons. The television station has built a reputation for providing accurate reporting and investigative stories about southern Nevada.

This week, a tweet from a KLAS employee offended a few people and started the following conversation:

Chieftog: New Nevada quarter? 1/3 of the wild horses as the previous, with a helicopter chasing the last one down! http://twitpic.com/psc1l

Chieftog: btw---the last tweet about the "new Nevada quarter" is a joke. Getting lots of upset responses.

Wordymouth: @Chieftog You can't pass it off as a joke. "Nevada Quarter" tweet looked like real news from News Now's chief photographer. Trust broken.

Chieftog: RT @amanda311lv: @Chieftog Love people who are so literal. They need to settle down and have a drink. Get a life!

Chieftog: @wordymouth are you serious?

Wordymouth: @Chieftog It's the danger of blending personal life with business life. I'm half-joking, but it does question what you send out next.

Chieftog: @wordymouth please see @amanda311lv's tweet.

Wordymouth: @Chieftog I saw it. I wasn't being literal. You have 8 News Now as your icon. Do you represent Ch. 8 or do you represent Matt Adams?

Chieftog: @wordymouth Ch. 8 hired Matt Adams, not a news automaton. If you want pure news feed, see @lasvegasnow. thx

It may be true that Matt Adams is not the 'official KLAS-TV' newsfeed, but Adams goes on to announce real news and promotion for his employer. While Adams may have been showing his personality, he also was providing commentary about a sensitive Nevadan subject that obviously touched a nerve and led to his explanation. However, does his commentary about the roundup of wild horses represent the viewpoint of KLAS? Again, when does a person stop and start representing their employer?

I don't know if KLAS has a formal social media policy. I hope that it does or will consider one. ESPN came up with these 12 social media rules for its employees:

1. Personal websites and blogs that contain sports content are not permitted.
2. Prior to engaging in any form of social networking dealing with sports, you must receive permission from the supervisor as appointed by your department head.
3. ESPN.COM may choose to post sports related social media content.
4. If ESPN.com opts not to post sports related social media content created by ESPN talent, you are not permitted to report, speculate, discuss or give any opinions on sports related topics or personalities on your personal platforms.
5. The first and only priority is to serve ESPN sanctioned efforts, including sports news, information and content.
6. Assume at all times you are representing ESPN.
7. If you wouldn’t say it on the air or write it in your column, don’t tweet it.
8. Exercise discretion, thoughtfulness and respect for your colleagues, business associates and our fans.
9. Avoid discussing internal policies or detailing how a story or feature was reported, written, edited or produced and discussing stories or features in progress, those that haven’t been posted or produced, interviews you’ve conducted, or any future coverage plans.
10. Steer clear of engaging in dialogue that defends your work against those who challenge it and do not engage in media criticism or disparage colleagues or competitors.
11. Be mindful that all posted content is subject to review in accordance with ESPN’s employee policies and editorial guidelines.
12. Confidential or proprietary company information or similar information of third parties who have shared such information with ESPN, should not be shared.

I believe you can make your social media policy very simple. It should encourage common sense while encouraging employees to engage in social media. It should encourage employees to be professional. It should remind them that they represent the employer at all times, even when they are not working. It should steer them clear from offending anyone, especially if you proudly proclaim you work for the company. Michael O'Conner recalled a story on his blog Uninstalled told by Doc Searls about Earl Gillmore, who started a software company in the late 1980's. Gillmore had a very simple set of rules for his employees:

Rule #1: Use good judgment.
Rule #2: Violate Rule #1 and you're in deep shit.

Gillmore's rules are simple, but they pretty much cover the need to maintain a company's reputation while engaging in social media.

Last updated by Michael S. Sommermeyer at November 21, 2009.