Here’s the 5th week of questions. We must all be blogging aficionados by now!
Select an organisation, (describing its sector, their business, services etc…) and using the concepts introduced to you in the lecture (also the readings and additionally info), identify some of the major legal risks to that organisation as a result of their participation in Social Media. Justify why those risks are particularly relevant (e.g. risks for QUT could be different than that of a Dental Practice) and provide scenarios of how some of these risks could apply and what the organisations Social Media Policy should attempt to address.
Once again the obligatory picking of an organisation. My chosen organisation this week will be Microsoft, due to their almost infamous social media presence. I hope it provides some interesting perspective. Looking into possible risks of importance, I’ve chosen a few including Wrongful Dismissal, Defamation (statutory risk) and Reputation Risks. To corroborate this, I thought I’d go ahead and show how they have actually been affected by these risks.
Earlier this year, there was an incident involving a Microsoft employee and his use of Social Media that prompted his resignation. In a sense, he was not terminated by Microsoft but as a result of his tweets, the employee’s future occupation prospects were on the line. I refer to the Adam Orth incident. To give you an idea of what happened, here is a screenshot of the tweets. (Click the image to view the source)
Adam Orth’s Twitter FAIL!
For those of you who are having a hard time understanding, he was tweeting via his personal twitter account with regards to Microsoft’s Xbox One video game console. The console was revealed earlier this year alongside a list of features, with many of these features not getting on fans good sides. The list of features went on, but the one these tweets are referring to was that the upcoming video game console would be required to have a constant internet connection in order to be used. Well, looking at these tweets, you can see why this would be a problem. Not everyone has superior internet! Even so, Adam Orth caused up quite a bit of embarrassment for Microsoft and despite that he wasn’t officially removed from his position as Creative Director (It would have been more hilarious if he was their PR manager!), I’m sure these out-of-office tweets surely did pave the way for his resignation.
Not that anyone’s going to miss that arrogant attitude… hehehe…
Defamation (statutory risk)
I had a bit of trouble trying to flesh out this one and will try my best to explain it fully. It’s not one that Australians will know about because it has ties to American politics. Personally I’m not a big fan of politics but in the United States it’s the next biggest thing to Jesus! A Microsoft employee forgot they were using the company twitter account when they blatantly attempted to knock down a highly conservative poltical commentator, stating that she was less intelligent than Robert Reich’s (@RBReich) daughter. His details are not important to note in this context of defamation.
Attacking a politician
The reason I was not entirely sure of this is because it could simply be seen as a stupid incident by a stupid individual. I decided to draw defamation from this as the intention of the tweet was to misrepresent Ann Coulter, painting her as a uneducated and backwards individual. Those who were not paying attention could also see this as an opinion on Microsoft’s part, posing a very very sticky situation for them. Politics is a tricky subject, so when you’re a broadcasting your thoughts to the public, you don’t always want to alienate one side of your audience, ESPECIALLY if you’re a company!
Even so, please let me know if you disagree with this selection or if you know of any other instances of defamation with Microsoft.
Ahh the final one, the reputation risk. Twitter must love loathe the fact that a lot of these mishaps and scandals happen through them. At least in these cases they are.
Make a profit off a celebrity’s death
Microsoft took a serious beating with this doozie of a tweet. Despite being part of one of the smaller PR accounts for the big company, it certainly hit home. Where is the reputation risk? This tweet exemplified the ideal that it’s okay for Microsoft to profit off the death of a celebrity; someone that the community adored (Matter of opinion, though it’s undisputed that she had a lot of fans) and someone people did not take to kindly having her death exploited. The exploitation comes in the form of “Hey, buy her album through our own service!”
Whilst it wasn’t the actual intention of Microsoft, it did represent them as a money grabbing corporation. Despite the old saying “Any press is good press”, there are some things that people do not forget. I’m sure this is one of them.
Hopefully I’ve hit the right points. Aden Jones
beat me to the first posting for this week, so check him out. As always, my twin Conor Farne Sang
will most definitely have something interesting to say! As always, please comment on the post with your thoughts and suggestions!
USELESS FACT #5
Hug it out!
Human contact through hugs lowers blood pressure, improve memory, releases stress, and reduces the risk of heart disease.