Naked CIO: The problems with social networking

Social networking sites such as Facebook and Twitter pose a host of difficulties for businesses and business people, says the Naked CIO.

Personally I think the emergence of Facebook, Twitter and other forms of spontaneous social conversation within the connected world is good. However, as these technologies transcend and even infiltrate businesses, I have some real concerns about their impact on business and working environments.

For years we have been dealing with the spectre of less formal communications, started by email and instant messenger technologies. As a result the line between formal communication between colleagues to document work-related matters versus the social interaction between friends and colleagues has become blurred.

The newer social technologies make the line even blurrier. Is a 'tweet' by an executive an official comment that reflects his or her company's position? Or is it just a personal opinion offered by an individual who's part of a larger community? Moreover, is it possible in today's world to even differentiate the two? We are already seeing disciplinary actions within businesses based on Facebook comments or pictures.

What about the issue of privacy, confidentiality and commercially sensitive information? Even the perception of what can seem an extraneous comment could have far reaching impact on stock prices or company reputation.

Let's say a friend says via Twitter that he understand that your company is going through a rough patch and he heard of some job losses. Let's say the response is innocent enough: 'Yeah and there are probably more to come.' This could have major impact for the company.

It is very difficult to see where the thirst for real-time, unabridged social comments leads, as we are just seeing the start of what appears to be a progressive trend. I hope for everyone it does not lead to ever more costly law suits for sexual harassment, slander, unlawful dismissal or other workplace litigation areas.

But it does raise the question: does a racy picture on Facebook constitute sexual harassment? Does that creative venting on Twitter constitute slander? Does the fact that an executive read some of your posts or visited your Facebook page mean you'll miss a promotion opportunity?

I recently went to a job interview and found the organisation had already Googled me. I must say this is flattering as it shows they really want to know me. And I'm comfortable that the material about me that's available online only backs up the experience listed on my CV.

This is not so for everyone. My brother, for example, owns a company yet also dabbles as a musician - a dream he has pursued far too long if you ask me.

When you Google him you get the Heavy Rock wannabe mixed in with the stable business owner persona. What does someone who Googles him for business purposes think when they see his lighter side?

Keep in mind that comments in the public domain are like chewing gum stuck to a table - they are very difficult to get rid of.

The road ahead for these relevant social networking technologies is fraught with danger. As executives we must educate and remind our employees and colleagues of the consequences of out of place comments and images.

It is unfortunate that in today's world we cannot separate our private comments from our professional reputation - but this is both the joy and pitfall of great technology and the advent of the internet's true power.