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“The reputation trap is looming”: Social media as a way to pass the time at work

At work, people are always posting abroad instead of working: Companies regulate the use of social media differently

From Jan Amsler

Facebook and Twitter are omnipresent – also as time-wasters in the workplace. Employers deal with the use of digital networks during working hours in different ways: The regulations range from free access to guidelines and access blocks to bans.

“Hm,” said Patrick Hafner, a Basel SVP politician, after Niklaus Hofmann posted a comment on Facebook. Hafner's comment: “1. Question: Is the head of the common land administration on vacation or does he post during working hours?” Hofmann's reply: “Clocked out.”

What Hafner noticed here and resolved in love, other users have also been wondering: They always notice that people are on Facebook, Twitter, Instagram, YouTube, Xing or LinkedIn while they are presumably at work.

Over three million Facebook users

The platforms collectively referred to as social media are used for exchanging information in dialogue and sharing multimedia content. They are also used as a professional networking tool. The technical facet of the online channels is referred to as Web 2.0, although the term is often used as a synonym for social media.

Most of the popular online platforms have been around for around ten years. In the middle of the year, “20 Minuten” reported that there were 3.3 million Facebook users and a good half a million Twitter users in Switzerland alone. First of all, neither the State Secretariat for Economic Affairs nor the Federal Statistical Office can say how many social media accounts are operated by the Swiss Confederation.

Opportunities and risks

For Dominik Marbet, head of public relations at the Basel Employers' Association (OnlineReports reported on future personnel changes), one thing is clear: the use of social media in the workplace should not be banned. Four years ago, he wrote in an association newsletter: “Instead, companies should make use of social networks, learn how to use them and follow these rules.”

According to the employers' association, targeted use of social media – specifically through online dialogue “with customers, business partners and opinion leaders” – could boost sales. The performance of individual employees can also be increased through networking, as the platforms represent sources of information and provide specific specialist information.

But the dangers of Web 2.0 are obvious: with just one click, confidential information and inappropriate photos and comments can reach an audience of millions. The employers' association warns that content can be distributed, changed and commented on without control, which could also lead to “reputational damage”. In addition, the inhibition threshold for public statements in digital communication is “lower than in traditional media”. Another obvious risk: the misuse of working time due to the lure of the World Wide Web.

“No problems with social media”

On the business side, the social media phenomenon is perceived differently and handled differently. However, the speakers agree on one point: none of the employers surveyed admitted to OnlineReports that they had problems dealing with digital media.

The SBB is no different: according to spokesman Reto Schärli, the railway company has “no problems with social media”. In principle, access from business computers is blocked unless the function of the specific job requires it. The HR department, for example, benefits from this exception and can use the online platforms to recruit employees.

Most SBB employees are equipped with a smartphone or tablet for everyday work. There is no social media block on these devices. The company also has no influence on private devices. “Of course our employees are allowed to go online during their breaks,” said Schärli. Web activity is not monitored; the focus is on the employees' own responsibility. Internal guidelines with “the usual recommendations for dealing with social media, for example with a netiquette and safety instructions” are available. OnlineReports was not granted a specific insight into the relevant documents.

Conservative: Basler Kantonalbank

The Basler Kantonalbank (BKB) reacted to the Web 2.0 miracle in a similarly restrictive manner to the SBB: “Access to social media websites at work is blocked,” says Michael Buess. The YouTube platform, which is “used internally and externally as a communication channel,” is exempt from the blockade.

Buess points out that “the amount of data required to access such sites” should not be underestimated, and he speaks of “possible security problems”. On the other hand, “potential benefits for the company are certainly recognizable”. Due to these opportunities, which are not explained in detail, the BKB will “investigate the possible uses of social media in the workplace in more detail”.

Social media in the Basel pharmaceutical industry …

There is no access restriction at the Basel-based pharmaceutical giant Novartis. Employees are permitted to make “occasional personal use of the Internet to a limited extent.” However, joint spokesperson Satoshi Sugimoto represents the company “with guidelines on the use of the Internet, which rules were observed when using it.” Among other things, the “dos and don'ts” are listed there, which also apply to social networks. Like the SBB, Novartis “does not pass on the internal guidelines to external parties” (spokeswoman Esther Keller).

Competitors Roche pursue a more open information policy internally: The “Roche Principles for Social Media” (excerpt) are publicly accessible. These contain the rules for both private online activities and those in the service of the organization. According to press officer Claudia Schmitt, private internet use at the Roche workplace is permitted “in exceptional cases, the company's own communication tools may be used for personal purposes.” However, this should not have a negative impact on one's own work or that of colleagues and “only a minimum of the resources of the company's own IT system should be used.”

… and in the two Basel administrations

Officials in the two Basel administrations also have no internet ban. For the Basel City Council's deputy state secretary and government spokesman Marco Greiner, the problem of social media in the workplace is now “more or less a thing of the past”. Nevertheless, the canton has a guide for employees. In addition to tips and advice, this also contains a brief explanation of the topic of Web 2.0.

In the canton of Baselland, the “IT resources usage regulations” are quite outdated: the document was updated in 2003. The regulations do not contain an explicit chapter on social media, especially since Facebook only went online in 2004. Since, according to Sarah von Gunten, head of personnel law, “the possibility of controls and logging exists”, the risk of social media negatively affecting employees is considered “low”.

Recommendation: Directive

In principle, there is no right to use social media privately at work. The employer is obliged to regulate or prohibit such activities. The use of Facebook, Twitter and the like is already covered by the instructions on private internet use during working hours. The Basel Employers' Association recommends that companies “have an additional guideline that specifically refers to the use of social media platforms”.

These guidelines prevent “internal company information from being published”. In addition to the regulations, the association also recommends training employees: users should be made aware of the issue and encouraged to use the Internet securely.

Termination possible

If an employer ignores the issue of social media and does not provide explicit instructions, the employee is permitted to use it privately during working hours within reasonable limits. However, if the distraction is accompanied by a breach of work duties, sanctions may be imposed, ranging from warnings to claims for damages and even termination.

If people are in a public context due to their professional position, political and other expressions of opinion can be tricky for an employer or interest group. The risk exists even if the posts are made in one's free time. Good social media training also includes what is known as “netiquette” (rules of online conduct), which go beyond simply regulating surfing at work.

6 January 2015