In this episode Social Mediators, Terry Fallis, Dave Fleet and Joseph Thornley talk about corporate online communications polices and then delve into the case of the Toronto Transit Commission’s handling of their social media crisis.

The new Thornley Fallis Online Communications Policy was the subject of a pretty heated discussion on MetaFilter. Terry and Dave weigh in with their own views. Dave suggests that guidelines and policies need to be closely tied to the prevailing company culture. He likens social media guidelines to a “safety net.” Terry suggest that it goes both ways. If you do something that reflects negatively upon your employer, it most likely also reflects negatively on you as an individual. “Once something bad happens”, adds Dave, “it’s like the toothpaste is already out of the tube.”

The TTC found itself facing a series of citizen criticism that started with a picture of a subway ticket taker asleep on the job and a bud driver who stopped his bus mid-trip for a coffee break. Management sent an email to employees suggesting that “you and you alone are responsible for your actions” and the employees fired back at the public. The damage has been done. We discuss whether it’s too late for the TTC to recover.

Sites referred to in this episode:

Marketers Miss the Mark with Twitter, Mitch Joel

TTC Staffer caught apparently sleeping on job, National Post

Alleged TTC napper under investigation, National Post

TTC union shocked at uncaring response of riders to “sleeping” staffer, National Post

Second photo emerges of another alleged TTC napper, National Post