Telstra steps into the unknown with social media policy
22 April 2009 8:44am
Telstra has taken a liberal approach to regulating employees' use of social media, with a new policy assuming that employees are responsible and will be the company's best advocates.
It encourages employees to use social media - including social networking sites like Facebook, video- and photo-sharing sites like YouTube, micro-blogging sites like Twitter, blogs, forums and discussion boards like Whirlpool and so on - in a personal capacity "as a way to reach out and share information and views with friends and family - both old and new".
The policy's release follows extensive coverage in the mainstream media last month of a Telstra employee who set up an account on Twitter, posing as the "fake" federal Communications Minister Stephen Conroy. (You can read Telstra's response to the story here.)
According to David Quilty, Telstra's group managing director for public policy and communications, who announced the new policy in a blog this week, Telstra's approach to regulating employees' use of these sites is "novel and ground-breaking".
He notes there are few if any policy precedents among other large Australian companies. "So we're not pretending we will get it 100 per cent right the first time. We will keep this company policy under review and we are keen for people's input on what works well and what could be improved upon."
Telstra grappled with what its social media policy should contain for five months, he says, and hopes the end result "gets the balance right for a media comms company that should be actively encouraging its staff to make maximum use of these innovative internet tools".
There are limits on the extent to which Telstra can monitor and enforce its policy, Quilty acknowledged to HR Daily's associate publication Workplace Express, but it hopes the rewards it will receive in generating positive online word-of-mouth will outweigh the risks.
"People are active participants and, regardless of what you think about that as an employer, if you try and restrict them or be prescriptive you're not going to stop them, and to some extent you just discourage them from participating positively in relevant conversations."
Employees among best advocates
Quilty says an "open slather" approach with "no rules at all" would be unrealistic given Telstra's need to ensure coordinated and consistent messages, but at the other end of the continuum, a highly prescriptive policy that discourages staff from using social media during work time would be "ineffective and counter-productive".
"So shouldn't we start from a position that Telstra employees are responsible people and, if we give them the opportunity, they are likely to be among our best advocates - our best online 'word of mouthers' if you like?"
The three Rs
Telstra's policy requires employees engaging in work-related use of social media to:
be clear about who they are representing;
take responsibility for ensuring any references to Telstra are factually correct, accurate and don't breach confidentiality requirements; and
show respect for the individuals and communities with which they interact.
It applies to each of Telstra's subsidiaries and their employees and contractors.
The policy includes an example of a disclaimer for employees to use when referring to Telstra on social media: "the views expressed in this post are mine only and do not necessarily reflect the views of Telstra".
It also specifically allows use of Telstra-provided services (such as email, internet access and instant messaging) for social media participation, "however it must be within reasonable limits and not interfere with your work".
Employees who don't comply with the policy might face disciplinary action under Telstra's "Performance Improvement and Conduct Management" process, which can involve a verbal or written warning, "or, in serious cases, termination of your employment or engagement with Telstra".
Social media training for "authorised representatives"
In a novel initiative, Telstra allows its employees to become "an authorised representative on a social media platform".
These workers need approval from their one-up manager and must complete the Telstra social media accreditation process, as well as additional training to update their knowledge on emerging social trends and evolving best practice in social media when requested to do so.
It requires that these employees disclose only publicly-available information and that they are not the first to make a Telstra announcement without appropriate clearances.
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