Social Media/Workplace Conflict
Every day, most of us create permanent records of our lives and the things we do through our Internet use, emails, texts, tweets, blogs, and similar technology. Information intended for friends and family can sometimes be disseminated more widely than expected or planned. Unless one avoids these technologies altogether -- a difficult feat in today's society -- one can no longer be assured that a private life is truly private. Further complicating the issue is the use of these technologies in the workplace. The line between our public and private selves continues to blur. Current legislation is aimed at protecting privacy rights of employees in balance with employers' concerns about the use of social media during work hours and, in some cases, with the use of employer-owned devices. Legal issues can quickly become complex and there is not sufficient practical guidance to help employers navigate an increasingly challenging workplace dilemma. One of the current challenges in the workplace is in respect to communication and the use of social media. Since it can be a significant source of conflict, both employers and employees have rights and responsibilities to ensure that it enhances an organization's climate and productivity and not be detrimental to them.
The use of social media is prolific in today's society. As of December 2011, Facebook had more than 800 million active users. Approximately 200 million users are in the U.S., representing two-thirds of the population. Twitter has approximately 300 million users worldwide (Mello, 2012, p. 165). Social media is not just for personal use. Organizations are increasingly using social media to establish and maintain a presence among customers and constituents. More than a quarter of the organizations with five hundred or more employees report they have developed some sort of social networking presence as a business tool (Mello, p. 166).
In the 2008 presidential election campaign, Democrats and then-candidate Barack Obama used online and social media tools effectively, even when much of the general public was not using them. The 2012 election was a different story; social media tools had become an essential tool for campaigns at the local, state and federal levels. Chris McCroskey, co-founder of the website TweetCongress, which collects Twitter feeds from members of Congress, points out, "Now it [social media] is part of the national consciousness" (Dorsch, 2012).
Social media is gaining popularity in private sector businesses as well. Sharon Allen of the global consulting firm Deloitte LLP noted, "Quite a few organizations have embraced social media and are leveraging it to reach new and existing customers, identify and recruit talent, and build overall brand awareness" (Nancherla, 2009, p. 19). For many organizations, a website alone is insufficient. The public demands more, and organizations have responded by hiring social media specialists to manage their virtual presence. Organizations can let others know what they are doing, and they can likewise monitor the activities of other organizations, competitors, lawmakers, and individuals -- including employees.
One aspect of communication where issues with social media surface is in the "face-saving arena" (Folger, Poole and Stutman). Face-saving messages are concerned with the image a speaker tries to maintain when interacting with others. For previous generations, there was a clear understanding of the line between one's "business face" and one's "personal face." Effective business communication depended upon individuals knowing and respecting one another's roles. While it is not to say that conflict did not exist in the workplace, there were socially-accepted guidelines that governed communication through speech and behavior.
Today, social media makes communication possible in a much less restricted environment. Because individuals do not have to look each other in the eye, they may be bolder with respect to statements they make. It can be easier to make derogatory remarks or harass an individual, for example. The fact that these communications are more easily put forth does not make them any less threatening, nor less deserving...
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