Tomorrow’s executive high flyers could be brought crashing down by today’s social networking indiscretions. Unseemly photos, uncomplimentary comments about the boss and unthinking references to projects and clients could prove career-threatening as increasingly Net-savvy companies begin to scrutinise social media and its implications for business.

The alert comes from Jan Laubscher, CEO of KeyScore, a developer and provider of performance measurement software that analyses staff utilisation of company computer systems, including social media site visits (like Facebook) and misuse of internet access or ‘cyber-loafing’.

Laubscher says South African companies are following the lead of their international peers and waking up to the potential for productivity losses attributable to misuse of net access on company time. He says a recent British study estimated the annual cost of lost output through cyber-loafing at $12.5 billion.

One focus area is social media – a platform that encourages users to share input, opinions and photographic or video material.

Younger users who share a ‘joke’ may find it comes back to haunt them years later as material on the Net can remain accessible for years.

“Posting material showing an employer in a bad light might seem like harmless fun when you’re a 23-year-old, but these indiscretions can surface years down the line,” says Laubscher. “A few years later they could prove to be career-limiting at a time when you’re trying to move up the corporate ladder.”

The good news is that improved ‘netiquette’ or networking etiquette can alert social networking users to pitfalls and keep them from making such mistakes.

“Netiquette covers issues like proper email usage, use of capital letters, group emails, use of CC features, privacy, courtesy and confidentiality,” says Laubscher. “Some US companies publish netiquette guidelines for staff or refer employees to netiquette sites or digital guides. Unfortunately, however, netiquette awareness is at a low level in local corporate circles.

“We also find that almost no South African businesses have a policy on the use and abuse of net access on company time, and very few have yet considered how best to measure and analyse net usage and drive productivity gains by encouraging better utilisation of company systems.”

Some local businesses, however, have recently embraced accurate net measurement as a key element in productivity planning and remuneration schemes to reward superior staff performance.

Some companies are also looking at ways of using social networking as a tool to build relationships and seek new business.

“This means an increasing number of senior managers now spend time on social networking sites,” says Laubscher. “On occasion they are surprised to see unflattering comments from staff. It’s always disappointing and reflects immaturity rather than malice.

“We point out that these postings demonstrate the need for clear company policy on these issues supported by ongoing measurement and monitoring. These incidents also demonstrate the need for improved staff education on good net and networking practice.

“KeyScore predicts netiquette will become a growth area in corporate training programmes over the next couple of years.”

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