Enterprise 2.0

By Alyse O'Shea

Enterprise 2.0 in the Army? Sir, Yes Sir!

In my last blog post I discussed the benefits and risks of implementing Enterprise 2.0 into the business realm. While this is all well and good, we did not touch on the legal risk and implications to the company in regards to the use of Web 2.0 tools.

Grasping the legal implications that Enterprise 2.0 can have on your organization can be slightly confusing – businesses have found a new place to present themselves through social media sites. Having a channel available to communicate with customers in a non-formal way creates connection and awareness, though can leave a company vulnerable to their own Enterprise 2.0 success.

Social Media Policy (SMP)

According to Dundas Lawyers:

“A Social Media Policy (SMP) is a document that suppliments a contract of employment to be legally enforceable by an organisation on its employees. The aim of an SMP is to clearly communicate what is acceptable conduct on Social Networking Sites by an organisations employees and contractors and what conduct is unacceptable and would make an employee liable to dismissal. An SMP is distinct from an organisations Social Media Strategy (SMS) which is a high level document that communicates how an organisation plans to participate in social media.”

A social media policy is a must have legal document for any company. An SMP may protect or attempt to address the company both internally and externally for the below:

  • Copyright breaches
  • Privacy breaches
  • Defamation
  • Conduct of employees that an employer may be vicariously liable for
  • Discrimination claims
  • Trademark
  • Confidentiality breaches

Army Introduces Social Network

ImageThe army, known to be one of the most strict jobs you are able to obtain. Introducing social media websites to the US army was seen to be a BIG NO, as they believed that in doing so would result to solider’s releasing confidential information to people back home.

There will always be risks involved when bringing social media into the army, but the army has given soldiers policies for when it comes to using social media:

  • Don’t upload anything that isn’t yours.
  • Don’t forget about children when uploading pictures of videos.
  • Don’t upload content that is illegal or prohibited.
  • Don’t vent your frustrations, rant, or bore other members.
  • Don’t use your account to host web logos and banners for commercial purposes.
  • No profanity will be tolerated.
  • No personal attacks or derogatory remarks.
  • No spamming.

With any company, using social media may tarnish the reputation of the company. The US army discharged a David Motari in 2008 for posting a video on Youtube showing himself in his US Marines uniform throwing a puppy off a cliff, this then went to make world news and giving the US army a terrible name.

Another case happen in the Australian Defense Force (ADF), where members of the service created a Facebook page that informed members of the public who was a homosexual in the army. To makes things worse – which I thought wasn’t possible – the ADF still has not punished the people responsible in anyway.

Even though there may be some terrible people out there that abuse the use of the social media sites, there are a lot of people that use it for the reason why it was given to them. Giving the army social media sites, allows them to communicate with people back home.


5 comments on “Enterprise 2.0 in the Army? Sir, Yes Sir!

  1. PrapatW
    August 30, 2012

    There are a lots of people in the army and many of them already using social medias. I think it not a bad choice to introduce social medias to the army with SMP. Even with some bad cases I think it allow the army to have more control over people in the army. Soldier must follow rules and SMP is not an exception. If you break the rule you’ll be severely punish.


    Prapat W.

    • Alyse O'Shea
      August 30, 2012

      Although there have been incidences where soldiers have misused social media, it shouldn’t ruin it for the rest of them.
      Though they saying that, a SMP is essential for order and to punish those who disobey it.

      Do you think that their should be a restriction to which social medias they can’t and which they can? If so, which ones should they not be allowed to use?

      • PrapatW
        September 1, 2012

        The soldiers are very strict in their work but at home they’ll be free from all the rules which including social medias uses. I don’t know the aim of the Army about using social medias because It isn’t the same as the others organizations. Perhaps, they just want to control the uses of social medias from the soldiers. Facebook, Twitter, and Youtube are definitely risky tools for soldier to use since these tools are very popular. People like to share their moments with others whether they are silly, violent, happiness, weird, etc. I don’t think you can force people to stop using any social medias too. Sorry that I can’t really answer your question Alyse.

        Prapat W.

  2. shaungoossens
    August 31, 2012

    Hi Alyse,
    Very nice choice there are certainly loads of risks involved for the army.
    Is there any reason why the ADF hasn’t prosecuted anyone?


  3. Matt08H
    September 6, 2012

    Hi Alyse,

    Great choice, it’s very interesting to read about the army. They are so cut off from their families when on tour, it’s great to see that the army has now allowed soldiers to access social media. While there is some risk of sensitive information being made public, one would assume, the combination of a social media policy, with it also being in the best interests of soldiers to keep such information private.

    – Matt

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This entry was posted on August 27, 2012 by in INB346 and tagged .
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