Law.com has an interesting article “Work Blogs Take Off, and So Do the Suits” that discusses various approaches to the issue of employee blogging. Since blogging is so very public, an employer has a vested interest in the images its employees portray in their blogs.
Initially, employers prohibited employee blogs. That turns out to be hard to do since one can blog anonymously. In many cases, employers are not only encouraging blogging, but providing the resources to do so. They do this for many reasons. Some view it as marketing and actually employ media firms to help get positive messages in the blogs. Others, perhaps facing layoffs or stock declines, do it to keep a finger on the pulse of employees. Some law firms encourage associates to blog as part of their recruiting effort.
The problems that employee blogging can create for an employer seem almost endless: libeling a competitor, harassment, negative images of the company, exposure of trade secret information, leaking confidential information, defamation, and attempts to influence stock prices. Furthermore, employees can claim that company actions, such as termination, are retaliation for material in their blog. And , as Law.com points out, the suits have begun:
Earlier this year, Cisco Systems and one of its lawyers, Richard Frenkel, were sued for defamation over an anonymous blog in which Frenkel allegedly accused two Texas attorneys of engaging in criminal conduct in a case against Cisco. Ward v. Cisco, No. 2007-2502 (Gregg Co., Texas, Dist. Ct.); Albritton v. Cisco, No. 2008-481-CCL2 (E.D. Texas).
In Georgia, a former Delta Air Lines flight attendant who claims she was fired after she posted photos of herself in uniform on her blog sued the airline for sexual discrimination. The case was stayed last year while the airline is in bankruptcy. Simonetti v. Delta Airlines Inc., No. 5-cv-2321 (N.D. Ga. 2005).
In Colorado, a group of Quiznos Master franchisees last year sued the company for wrongful termination, claiming they were retaliated against for posting on their blog the suicide letter of a former franchisee, who attributed his suicide to troubles at work. The case settled in December. Bray v. QFA Royalties, No. 06-cv-02528-JLK-CBS (D. Del.).
My point here is that blogging is a fact of life and businesses need to take steps to protect themselves from liability. That means they need a clear policy on employee blogging. At a minimum, they need what Cisco did as a result of the Ward case: require a disclaimer stating that the opinions are those of the blogger and not the employer.
Jeannie Wyatt of Schwabe, Williamson & Wyatt wrote an excellent guest editorial for the Puget Sound Business Journal on how businesses should discuss employee blogging. She offers four fundamentals in establishing blogging policy:
- Instruct, don't restrict, employee bloggers. Keeping in mind that not all employee blogging may be restricted, use your blog policy to educate employees. The policy should clearly define permitted and prohibited content, as well as acceptable use of employer-owned technology. For example, employees should be prohibited from posting confidential company and trade secret information, as well as using unauthorized copyrighted material or trademarks. Finally, employees must be instructed not to criticize competitors, customers, or fellow employees.
- Educate and follow through. Once a blogging policy is in place, train employees on the policy and enforce it. If the blogging policy prohibits employee use of employer-owned technology for anything other than job-related duties, do not turn a blind eye when it is violated. Down the road, it will be very difficult for the employer to establish that violation of the company's blogging policy is grounds for termination if it is not consistently enforced. As with all company policies, be sure to revisit the blogging policy from time to time. This way, it will always adequately express expectations and reflect current law.
- Don't be too quick to terminate an employee for violating the blogging policy. It is important to consult with an attorney before terminating an employee for blogging. There are some instances where an employee's blog may be damaging to the reputation of the company but still be protected. This was the case in Konop v. Hawaiian Airlines, a case involving the blog of a Hawaiian Airlines pilot, Robert Konop. He claimed that he was wrongly disciplined based on the content of his blog. In his blog, Konop stated that the president of Hawaiian Airlines was suspected of fraud, incompetent, and "did his dirty work like the Nazis in World War II." Konop also criticized labor concessions sought by Hawaiian Airlines and the pilots union, and encouraged blog readers to consider alternate union representation. The Ninth Circuit Court of Appeals determined that the content of the blog represented protected union activity and lacked the actual malice needed to make it defamatory.
- Lead by example. Many probably remember the trouble Whole Foods CEO John Mackey found himself in last summer when it was discovered that over the course of several years, he had submitted anonymous posts bad-mouthing competitor Wild Oats. Mackey did not reveal that he was disparaging Wild Oats at the same time the two progressive grocery brands were considering a merger. When Mackey was found out, the Federal Trade Commission stepped in and halted the merger until it could assess what damage Mackey's postings might have had on Wild Oats' financials. While the merger eventually closed, the Securities and Exchange Commission is still investigating Mackey's postings -- a development that is likely the subject of many postings.
I wonder how many of you have Internet posting policies.
Do they include blogging?
How many of your clients understand their risk in employee blogging?