Business Ethics and Social Media at the Workplace
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Introduction
Technological advancement has created a new challenge in the workplace concerning the use of social media. The Institute of Business Ethics (2010) define social media as an umbrella term to describe social interaction through technology-based tools such as internet forums and social networking sites (Facebook, Twitter, and blogs among others). The use of social media is an area of concern for managers since it brings new dynamics to its impact on an organisation. Its unique characteristics compared to the traditional media make it a significant challenge since it has a fast speed and wide scope such that its content is instantaneously available to a global audience. Cilliers (2013) notes that the influence of social media on workplace dynamics cause serious ethical challenges if unregulated. Primarily, social media gives everyone a voice that can spell doom for a company if the employees misuse this platform. As the Institute of Business Ethics (2019, p. 1) notes, social media is a source of ethical dilemma in business environment with three areas of concern: (i) potential conflicts between personal values and corporate values; (ii) boundaries surrounding what information is considered ‘private’; and (iii) the filters about what comes into the public domain.
This report examines the use of social media at the workplace by exploring the ethical concerns and consequences of inappropriate use of technology on the business, employees and other stakeholders. The report is founded on the assumption that employees have an ethical obligation to act in the interest of the organisation by ensuring they comply with effective use of social media to safeguard the identity and reputation of the firm. On the other hand, the organisation has a responsibility to guide its employees on the best practices in using social media for private purpose such that their action has no negative impact on the firm. The report illustrates what managers should do when employees use their social media accounts in ways that harm the business reputation and brand.
Background
The impact of technology in the workplace is indisputable. Technology plays a critical role in influencing employment. According to Cilliers (2013), a survey of 1400 college students shows that 56% are unwilling to work in a company that bans access to social media or they would find ways to circumvent corporate policy. This shows that the use of social media is a significant motivation for millennial when choosing an organisation to work. Social media provides opportunities for employees to communicate and share their workplace experiences with co-workers, friends, and relatives. However, sharing work-related experiences can compromise the interests of the organisation especially when the experience is negative and touches on an important issue concerning the business. Nonetheless, the use of social media can benefit the firm when the employees incorporate organisation values into their social media use. Organizations mitigate the risk of negative use of social media by providing a social media policy that restricts or limits the content employees can share regarding the company. According to the Institute of Business Ethics (2019), organizations should consider the positive and negative consequences of social media use on the employees and the business. In particular, the content posted by employees outside the workplace is significant as it could exhibit conflicting values. The business must ensure employees have and live ethical values by providing a shared culture through a social media policy.
A social media policy is a guidance framework that provides practical assistance on the use of social media by an employee. Social media policy is important in regulating employee behavior not only to improve productivity by eliminating distraction as illustrated by Cetinkaya & Rashid (2018) but also to ensure the use of social media is appropriate and in the interest of the business. An effective social media policy should ensure consistency with the organisational values, be in harmony with existing policies, and adhere to the laws and regulations of the country. Moreover, it guides how employees use social media on behalf of the company and personal use. The policy helps workers understand the risks that arise from inappropriate use of social media and influences them to consider if their use relates to their work, aligns with organizational values, or has negative consequences to the firm.
Case Study Scenario
Downcity Motors is facing an ethical dilemma following a Facebook post by James Kenton, a successful salesperson with the company. Kenton posted about his displeasure on the class of an event organized for Mercedes launch. The employees felt that the company did not keep up with its status of luxury by using a plastic tablecloth and serving participants with soda. The post raised concern from significant stakeholders, BMW manager Greg Coucher. Kenton had committed a similar offence when he posted cars lined up for service and captioned the photo with a statement illustrating lateness of the mechanics and posted a customer’s damaged BMW. When confronted by Tyson and Susannah, Kenton argued that he was sharing his work experience with friends and family. The management warned him and reprimanded the behavior.
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Downcity Motors does not have a social media policy to guide its employee on social media use on matters related to the organisation. The management questions Kenton judgement and role as the company representative. On the other hand, he is the best performing salesperson with the greatest contribution to the success of the business. The management is in an ethical dilemma of whether to fire him for the misconduct or keep him for his financial impact on the company.
Alternative Solutions For Business Ethics
Susannah Winslow, the general manager of Downcity Motors has three possible actions to take in addressing the situation. This include ignores the issue, discipline the employee, or fire Kenton. However, each of these alternatives has advantages and disadvantages as discussed below.
Ignore the Issue
Susannah can choose to ignore the case on the basis that the comments were an expression of personal freedom of speech and it was made on a personal Facebook page. Moreover, the photos posted did not bare any company logo or link the company in any way. Therefore, it can be seen as a personal expression of displeasure without any infringement of the company regulations or values.
This approach is advantageous in that it will not involve any confrontation with the employees or create a scene/scandal from the comments. However, it will have far-reaching consequences when Kenton and other employees perceive the behavior as acceptable and result in an increase of similar cases. Ignoring the issue can affect the organizational communication structure such that employee uses social media to express their dissatisfaction or report complaints instead of using the available channels. Accordingly, this will encourage deviant behaviors that will affect the image of the firm and promote unprofessional conduct. As argued by Horn et al. (2015), inappropriate use of social media by company employees increases the risk of reputation damage. Consequently, this might result in poor financial performance through a loss of market share to competitors, fewer sales, and the disturbing relationship between the firm and stakeholders. For example, the BMW manager, Greg Coucher, has shown concern over the issue. If the customers from the previous post and Mercedes manager in Downcity get to know about the derogatory post, they would lose trust in the firm.
Discipline the Employee
The manager has a responsibility to exercise disciplinary measures when employee behavior acts or behaves in a way that illustrates the unawareness of the organizational rules. Susannah can opt to discipline Kenton for his behavior regardless of his productivity and performance as a salesperson. Discipline is important when the manager wants to let the worker know that his/her behavior needs improvement. Progressive discipline is important as it allows the employee to address the problem (Iheanacho, Edema, & Ekpe, 2017). In this case, Susannah should issue a written reprimand to Kenton since he ignored the verbal warning issued after the first post. The reprimand letter should give details about the incident, justification why the behavior is inappropriate, what the employee should change, and the consequences of non-compliance.
Discipline is advantageous since it lets the employee understand how his behavior affects the company and provides guidance on what actions to take to influence change. Additionally, it shows that the company values the employees and gives them time to change and grow. It demonstrates its tolerance and loyalty to its employees. Discipline also shows other employees that no one is untouchable regardless of his position or contribution to the firm. As illustrated by Iheanacho, Edema, & Ekpe (2017), when employees take a firm and consistent stand when disciplining workers, it teachers the employees the proper and expected behaviors. It also develops and equips them with knowledge and skills to behave appropriately; thus facilitating the attainment of organizational goals.
