Unguarded comments from the CEO can be particularly problematic
Thanks to an anonymous employee, retail giant Wal-Mart recently suffered the indignity of seeing an indiscreet, internal blog revealed to the public. H. Lee Scott Jr., head of Bentonville, Ark.-based Wal-Mart, was using a confidential intranet website to communicate with thousands of corporate managers.
On several occasions, Scott’s posts seemed out of touch or insensitive. He described fine dining and celebrity life while decrying the cost of employee benefits. His posts were sometimes terse or impatient. Whether or not he intended to boast or snap at his employees, he damaged his relationship with them. At least one employee was upset enough to leak the information and the New York Times ran an article about it, causing Scott and Wal-Mart public embarrassment.
The purpose of the blog was to provide a forum for Scott and the corporate managers to work jointly on issues of concern. Given the size of Wal-Mart, a blog is a great idea. People can post regularly, address ideas and questions without being hampered by location or time zone.
It may seem tempting for organizations to shut down corporate blogs, given what happened to Wal-Mart, but the benefits can far outweigh the risks. The rules of communication are tricky, however, and companies need to tread carefully.
A more considerate tone and a wiser choice of content by Scott might have prevented his postings from becoming public fodder. The question is what can HR do to prevent a disaster like this one?
HR practitioners need to step in and offer constructive criticism. It may not be easy to tell the CEO that his comments are misplaced or unhelpful. Putting it into more familiar terms will help. For instance, would he make the same comments on tape or in a media interview? Postings on a corporate blog may seem private and destined only for employees, but they can be made public with the tap of a button. What happens on the web, whether on the Internet or a corporate intranet, stays forever on the web.
Instead of abandoning blogs altogether, organizations need to put rules in place, making sure they are clear, well-posted and enforceable. Blogs can be a forum for debate, information, laughter and dissent. They provide an efficient way to exchange ideas and information and encourage discussion.
The downside, as illustrated by the Wal-Mart example, is that e-chat can get out of hand, moving beyond its original intent and into areas less helpful for the organization.
This is delicate ground. As useful as it is to share knowledge and conversation, blogs also open the door for conflict and emotion. Central to each posting is someone’s belief, argument or wish. An organization can take for granted that the conversation will become heated and contentious, veering off topic at times.
Done properly, a blog offers a microcosm of opinion within a protected corporate environment. It provides insight into the company mind and can substantiate standards of practice. A good place to share information and open discussion, it also reflects the temperament and temperature of employee and employer.
The challenge for organizations is threefold. First, they need to ensure any information posted is accurate. Second, they should encourage openness and honesty. Third, they need to avoid the creation of ill will or anger among employees who are posting.
It all boils down to good judgment and good manners, but that doesn’t mean the organization should tie the hands of employees posting to the site. Bloggers need to talk, disagree and debate without fear of reprisal. Philosophically, a blog is supposed to be free-flowing and open. In reality, the intranet remains a corporate tool, despite the fact it is a blog. Discussion posted there is not the same as chat overheard in a restaurant or at the coffee shop.
The conversation on the blog reflects on the employees and the character of the organization. Oversight is essential. Unguarded comments from the CEO can be particularly problematic. HR practitioners should encourage bloggers to ask themselves what they want to say and think about the best way to say it. Rules for participation can be put into place. They must state that questioning or thoughtful analysis is welcome while derogatory comments are completely unacceptable.
If the messages being posted are off-topic and do not encourage the growth of the organization, then the blog contributes nothing. If the messages are well-thought-out and insightful, then the blog provides a chance for the employer and employee to engage in a meaningful way.
Ruth Merskey is an independent writer and communications consultant in Toronto. She can be reached at [email protected] or (416) 703-6351.
On several occasions, Scott’s posts seemed out of touch or insensitive. He described fine dining and celebrity life while decrying the cost of employee benefits. His posts were sometimes terse or impatient. Whether or not he intended to boast or snap at his employees, he damaged his relationship with them. At least one employee was upset enough to leak the information and the New York Times ran an article about it, causing Scott and Wal-Mart public embarrassment.
The purpose of the blog was to provide a forum for Scott and the corporate managers to work jointly on issues of concern. Given the size of Wal-Mart, a blog is a great idea. People can post regularly, address ideas and questions without being hampered by location or time zone.
It may seem tempting for organizations to shut down corporate blogs, given what happened to Wal-Mart, but the benefits can far outweigh the risks. The rules of communication are tricky, however, and companies need to tread carefully.
A more considerate tone and a wiser choice of content by Scott might have prevented his postings from becoming public fodder. The question is what can HR do to prevent a disaster like this one?
HR practitioners need to step in and offer constructive criticism. It may not be easy to tell the CEO that his comments are misplaced or unhelpful. Putting it into more familiar terms will help. For instance, would he make the same comments on tape or in a media interview? Postings on a corporate blog may seem private and destined only for employees, but they can be made public with the tap of a button. What happens on the web, whether on the Internet or a corporate intranet, stays forever on the web.
Instead of abandoning blogs altogether, organizations need to put rules in place, making sure they are clear, well-posted and enforceable. Blogs can be a forum for debate, information, laughter and dissent. They provide an efficient way to exchange ideas and information and encourage discussion.
The downside, as illustrated by the Wal-Mart example, is that e-chat can get out of hand, moving beyond its original intent and into areas less helpful for the organization.
This is delicate ground. As useful as it is to share knowledge and conversation, blogs also open the door for conflict and emotion. Central to each posting is someone’s belief, argument or wish. An organization can take for granted that the conversation will become heated and contentious, veering off topic at times.
Done properly, a blog offers a microcosm of opinion within a protected corporate environment. It provides insight into the company mind and can substantiate standards of practice. A good place to share information and open discussion, it also reflects the temperament and temperature of employee and employer.
The challenge for organizations is threefold. First, they need to ensure any information posted is accurate. Second, they should encourage openness and honesty. Third, they need to avoid the creation of ill will or anger among employees who are posting.
It all boils down to good judgment and good manners, but that doesn’t mean the organization should tie the hands of employees posting to the site. Bloggers need to talk, disagree and debate without fear of reprisal. Philosophically, a blog is supposed to be free-flowing and open. In reality, the intranet remains a corporate tool, despite the fact it is a blog. Discussion posted there is not the same as chat overheard in a restaurant or at the coffee shop.
The conversation on the blog reflects on the employees and the character of the organization. Oversight is essential. Unguarded comments from the CEO can be particularly problematic. HR practitioners should encourage bloggers to ask themselves what they want to say and think about the best way to say it. Rules for participation can be put into place. They must state that questioning or thoughtful analysis is welcome while derogatory comments are completely unacceptable.
If the messages being posted are off-topic and do not encourage the growth of the organization, then the blog contributes nothing. If the messages are well-thought-out and insightful, then the blog provides a chance for the employer and employee to engage in a meaningful way.
Ruth Merskey is an independent writer and communications consultant in Toronto. She can be reached at [email protected] or (416) 703-6351.
