Ethical Issues In Gen Y

Employees:
A Social Media Perspective
By
Divya.S.N
Class: 3
rd
sem MBA
College: PESIT
verview
W Introduction
W Literature Survey
W -ectives
W What is social media ?
W Importance of social media to the -usiness
W Key issues faced from Gen Y Employees approach towards the social
media usage.
W Case study
W Legal Risks Associated with Employees` Social Media Use
W Social Media Policy
W key factors of Social Media Policy
W Social Media Policy -est practices
W Promotion of ethical culture
W conclusion
W -i-liography
Introduction
W Social media applications such as -logs, social networking, and
video sharing have soared in popularity and are now present in
almost every workplace
W y providing a highly interactive communication platIorm, blogs,
Iorums and websites such as Twitter, Face-ook and Digg and
many more have created a Iundamental shiIt in the way businesses
relate to their audiences.
W 84.,20/,has inspired both excitement and intimidation in
marketers as businesses try to embrace this inIluential tool despite
various threats that they come across.
Literature Survey
ith the entry oI Generation Y to the working world, the
workIorce Ior the Iirst time contains Iour generations:-
- Traditionalists (also called Veterans, Silent, or Greatest
generation; 75 million born beIore 1945; 10 oI the workIorce)
- aby oomers (80 million born 1945-1964, 45 oI the workIorce)
- Generation X (46 million born 1965-1980, 30 oI the workIorce),
- Generation Y (also called Echo oomers, Millennial, Internet
generation, or Nexters;76 million born aIter 1980; 15 oI the
workIorce)
(Paul, 2004, Francis-Smith, 2004, Johns, 2003, Martin
and Tulgan, 2004, Raines, 2002)
Nearly 60 oI HR proIessionals in large companies report
conIlict between younger and older workers (ork Ethic
Primary Conflict, 2004)
Though it is the most aIIluent generation (Allen, 2004), some
16 oI Gen Y grew up or is growing up in poverty (Raines,
2002).
Gen Y is inclined to be positive, polite, curious, energetic, and
respectIul oI its parents and grandparents (Francis-Smith,
2004).
Charlene Li and Josh Bernoff argued social media has
empowered individuals and has Iorced the idea oI 'news
media to morph whether or not the industry has desired this
change('Groundswell. inning in a orld Transformed by
Social Technologies ).
-ectives
W To study the importance oI social media in today`s business.
W To study the ethical issues Iaced due to social media by Gen Y
employees in the business.
W To highlight the importance oI implementation oI Social media
policy in order to overcome the ethical issues.
Social Media ?
Social Media:
Social media are media Ior social interaction, as a superset beyond social
communication.
Social media applications such as blogs, social networking, and video sharing have
soared in popularity and are now present in almost every workplace.
Importance f Social Media To The Business ?
Key Issues Faced :
Employers are looking at tbe Facebook, MySpace, and blogs of prospective
employees, even internsbip applicants, in order to make biring decisions. Is
tbis legal? Etbical?
W r|vacy
Should you read Lhe prlvaLe emall of your neLwork users [usL because you can?"
ls lL okay Lo monlLor Lhe Web slLes vlslLed by your neLwork users?
W Jat about us|ng soc|a| network|ng s|tes after you are |red?
lL ls lmporLanL Lo remember LhaL when you go Lo work you ofLen have Lo
slgn an agreemenL LhaL governs Lhe use of company compuLer equlpmenL LhaL walves
your rlghL Lo prlvacy Such agreemenLs usually sLaLe LhaL use wlll be monlLored
W @e message |s c|ear on Lhe [ob uslng company equlpmenL slmply do noL posL Lhlngs
LhaL are poLenLlally embarrasslng or damaglng Lo your career
Dse of soc|a| med|a |n te organ|zat|on w||| cont|nue to cause
prob|ems for bus|nesses @e |n|t|a| prob|em |s try|ng to contro| |t
@en te next prob|em |s not understand|ng ow to |everage |t
@he Lhree elemenLs of Lhls sLrucLure are
@he problem sLaLe
2 @he solved sLaLe and
3 @he soluLlon paLh
SE :
Domino`s Pizza
W A group oI employees oI a Conover, North Carolina Domino`s
Pizza outlet created what they thought would be a Iunny gross-
out video Ior their Iriends. Posted to YouTube,
W The resulting Iootage oI the Firm`s brand along with the act oI
Iood preparation was seen by over 1 million viewers beIore it
was removed. Over 4.3 million reIerences to the incident can be
Iound on Google
W Many oI the leading print and broadcast outlets covered the
story. The perpetrators were arrested, the Domino's storeIront
where the incident occurred was closed, and the Iirm`s president
made a painIul apology (on YouTube, oI course).
Legal Risks Associated with Employees`
Social Media Use
W ost||e Jork Lnv|ronment and D|scr|m|nat|on C|a|ms
W Defamat|on C|a|ms
W Improper D|sc|osure of Conf|dent|a| or Cter rotected
Informat|on
W keport|ng kequ|rements for C||d ornograpy
W Iedera| @rade Comm|ss|on (I@C) Gu|des
eyond legal rlsks employees can harm a company's repuLaLlon
by dlssemlnaLlng conLroverslal or lnapproprlaLe commenLs
regardlng Lhe employer
Social Media Policy
@he employees who don'L undersLand Lhe lmpacL of lmproper
use of soclal medla on Lhe flrm can do serlous damage Lo Lhelr
employers and Lhelr careers
Key factors : Social Media Policy
W kepteseototloo
W kespooslblllty
W kespect
Social media policy best practices
W cusLomlzed approach
W spokesperson's guldellnes
W roLecL confldenLlal and proprleLary lnformaLlon
W losLer open communlcaLlon
W n emergency plan
W Consequences
Promoting an ethical culture
W An internal blog on the company`s Intranet .
W Solicit immediate Ieedback and answer
questions
W Developing an Ethics and Compliance
Facebook page
W Twitter oIIers an interactive Iorum Ior the
exchange oI ideas
W ell-thought out social media policy,
employees are armed with the guidelines and
tools necessary to handle social media
situation
Conclusion
W The best practice Ior managing social media use among the
work Iorce is
'to em-race it as a part of the current -usiness model.
W hen linked with a proactive approach to the opportunities
presented by social media sites
one will have a new platform to support the goal for
an ethical-driven work force
W A strategic social media policycombined with the right tools
and means oI awareness to communicate its content and value
to employees
will lead the efforts for an ethically-driven work force
in the right direction.
Bi-liography
W http://www.corpmagazine.com/management/human-
resources/itemid/1368/building-a-strategic-social-media-policy-that-
supports-an-ethicsdriven-culture
W Ethical and Strategic Issues in Organizational Social Network
Analysis(Stephen P. orgatti,Boston College & ose Luis Molina Universitat
Autonoma de Barcelona)
W How to Recruit, Hire, and Retain the est oI Generation Y: 10 orkplace
Issues Most Important to Gen Y.
W http://www.kellyservices.ca/res/content/ca/services/en/docs/kgwi-
canadasocialmediaeng-5.4.11.pdI
W http://tnwinc.com/index.php/news/comments/engagegenerationyworkIor
ce
W luLure lnslghLs(SocleLy for human resource managemenL)
THANK YOU