Page 352 - Using MIS

320 Chapter 8 Social Media Information Systems

technical the organization, the more open and lenient the social policies. The U.S. military has,
perhaps surprisingly, endorsed social media with enthusiasm, tempered by the need to protect
classified data.
Intel Corporation has pioneered open and employee-trusting SM policies, policies that
continue to evolve as the company gains more experience with employee-written social media.
The three key pillars of Intel’s policy in 2014 are:
• Disclose
• Protect
• Use Common Sense 39

Those policies are further developed as shown in Figure 8-12. Visit www.intel.com/content/
www/us/en/legal/intel-social-media-guidelines.html to read Intel’s social media guidelines
in full. Be sure to read carefully, as the guidelines contain great advice and considerable
wisdom.
Two elements in this list are particularly noteworthy. The first is the call for transparency
and truth. As an experienced and wise business professional once shared, “Nothing is more
serviceable than the truth.” Truth may not be convenient, but it is serviceable over the long
term. Second, SM contributors and their employers should be open and candid. If you make a
mistake, don’t obfuscate; instead, correct it, apologize, and make amends. The SM world is too
open, too broad, and too powerful to fool.
When singer Amy Winehouse died in July 2011, both Microsoft and Apple tweeted messages
40
about where to buy her music that the Twittersphere found distasteful and objectionable.
After a loud outcry, both organizations were prompt with apologies and made amends to her
family and friends, and the errors were forgotten by day’s end. Had the companies done other-
wise, we would still be hearing about the incident. (See also Using Your Knowledge Question 8-5
on page 331).
The best way to avoid these types of missteps is to include an SM awareness module in us-
ers’ annual security training. Social media is still new to many users. Honestly, they may be un-
aware a policy even exists. When cell phones first became popular, they were constantly ringing
in movie theaters. Over time, people learned to mute their phones before entering a crowded
theater. It just takes time for society to catch up to technology. Training helps.

Disclose Be transparent—use your real name and employer
Be truthful—point out if you have a vested interest
Be yourself—stick to your expertise and write what you
know

Protect Don’t tell secrets
Don’t slam the competition
Don’t overshare
Figure 8-12
Intel’s Rules of Social Media Use Common Sense Add value—make your contribution worthwhile
Engagement Keep it cool—don’t iname or respond to every criticism
Source: Used with permission from Intel Admit mistakes—be upfront and quick with corrections
Corporation.

39 “Intel Social Media Guidelines,” Intel, accessed June 2014, www.intel.com/content/www/us/en/legal/intel-
social-media-guidelines.html.
40 Sarah Kessler, “Microsoft Apologizes for ‘Crass’ Amy Winehouse Tweet,” CNN.com, last modified July 26, 2011,
www.cnn.com/2011/TECH/social.media/07/25/apology.winehouse.tweet.mashable/index.html?iref=allsearch.