JPL - A Strategic, Integrated Communications Company

In 1989 I asked my first boss, Rich, what he thought about the idea of communicating with clients through a technology that was the precursor to email. He told me that he did not think it was a good idea- it would prevent communication with clients from being properly screened. Hmmm? I wonder how many emails he sends to clients today?

Rich’s desire to manage the flow of information reminds me of the argument that some organizations are making for blocking access to social media by their own employees:

• “Information needs to be vetted.”
• “It will let secrets out.”
• “It’s a drain on productivity.”

It is easy to understand why these issues are a concern, but increasingly organizations see social media use by employees as a benefit, not a threat.  The U.S. Air Force is one of these.

“All Airmen are encouraged to use new and social media…”

The first page of New Media and The Air Force, a guide that the Air Force Public Affairs division published to communicate its new media policies, says: “All Airmen are encouraged to use new and social media to communicate about topics within their areas of expertise, or their interests.” The guide goes on to say:  “While communication with media and the public has traditionally been the responsibility of public affairs, today all Airmen are communicators.”

“If the Air Force does not tell its own story, someone else will.”

Why would a huge organization that is built on confidentiality embrace social media so energetically?
Here’s what they say: “Traditional, vertical communication is critical for the Air Force, but new technologies give Airmen the opportunity to horizontally inform the media, the public and each other. If the Air Force does not tell its own story, someone else will.”

Social Media is Encouraged and Taught, But also Managed

It is clear that the Air Force is confident in its ability to train its people to perform at high standards. The written guide that encourages Airmen to use new media, explicitly tells them what is acceptable behavior on a variety of social media sites.

What the Air Force has realized is that information itself is a strategic asset- it’s one of the tools that will help it meet its critical mission. And its actions show that it trusts Airmen to use the same good judgment in their social media activities that they use in their other work activities.

As you are evaluating your social media policy, I suggest that you review the social media policies of other organizations- you can do that here at SocialMediaGovernance.com.  You might also ask yourself whether social media really is the biggest threat to information security within your walls- consider the example of the U.S. Air Force, the organization that safeguards our nuclear missiles.