Jon F Moss

The Partnership for a Drug-Free America ran a number of TV ads back in the 1980′s highlighting the dangers of doing drugs. The frying egg spots struck a nerve with a number of adolescents back then including myself. Although still prevalent today, there is a new drug of choice among many: social media. Over-connectivity or stimulus overload, social media is fast becoming an addictive and powerful stimulant to many.

Today, it’s not uncommon to hear about companies banning  social media from the workplace.  The effectiveness of such policies are still subject to debate as tech-savvy employees can usually work around this to get their fix, but the point is employers see it as as a total time suck. (reminds me of an employer who asked how to keep her employees from using social media while at work, and then lamented she has no time to use social media to promote her business – hmmmm)

A New York Times article highlights a group of  scientists who set out on the San Juan River “to understand how heavy use of digital devices and other technology changes how we think and behave, and how a retreat into nature might reverse those effects.”  Going beyond mere social media, they cut themselves off from all forms of technology and connectivity.

Imagine the horror of not being able to receive email via your smartphone?  Or worse, not being able to read visual voice mail or send text messages?  Oh the humanity!!!  Seriously, it’s not all that bad.  In this modern era of always-on instant transmission/reception it’s sometimes good (and necessary) to unplug.  It seems to allow oneself to clear the mind and be free of distraction.

You can sometimes experience this just by going for a run or a bike ride (provided you leave the phone and mp3 player behind)  Ever hear people say they get their best ideas while working out or doing something physical?  There really is something to this.  For maximum effect go on a weekend or week long adventure to place where cellular signals can not penetrate.  This way if you get tempted to turn on your phone, you’ll be greeted with nothing but “No Signal”.

You may just find that “No Signal” in the digital world translates into “Strong Signal” in the brainpower/creativity world.

Came across something VERY disturbing recently.  A company branded Twitter account was repeatedly posting quotes about honor,
integrity (or lack thereof)  and a statement to the effect that this account had been seized by the marketing agency because the client didn’t pay their bill.   I about fell off my chair after seeing that.

Wrap your brain around this:  On the surface it would appear a marketing firm, hired to promote a business, is using the clients social media platform to announce they’re deadbeats and didn’t pay their bill.

Who would have the audacity to do something like that?   I have never seen anything quite like this, but that doesn’t mean it hasn’t happened before or won’t in the future. The ramifications are frightening to say the least.  What can companies looking to consultants to setup, manage or advise them in the area of digital marketing do to protect themselves?

I posed this question to attorney Ed Nanney who specializes in entrepreneurship and business law.  Ed offered some sage advice for companies.  “When businesses operate, market and communicate by electronic media, basic contract and agency principles are as important as ever and the risks of ignoring them may be amplified. Take time at the start of  a business relationship to define the parties’ expectations of each other, the rights and responsibilities of each and to anticipate what happens if things don’t work out.  Electronic media foster rapid actions and communications, but don’t let a need for speed compromise due diligence and thoughtful planning.”

The big takeaway here is to alway get a written agreement upfront that spells out the parameters, scope, expectations and deliverables of the project.  Equally important are the terms of ownership regarding social media accounts and generated content.  This is a rare and extreme case, but worthy of consideration.  Needless to say, this gets placed in the “not working” category as I wonder where are the Dirty Harry’s of Social Media?