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You probably read the story not long ago about Dow Jones giving employees of The Wall Street Journal, Newswires and MarketWatch a new list of rules for “professional conduct” regarding their activities on social networking sites such as Facebook and Twitter.
Specifically, according to Editor & Publisher, the trade book of what remains of the publishing industry, Dow Jones reporters couldn’t “friend” anyone on their Facebook or Twitter accounts without first getting thumbs up from their editors.The thinking here, apparently, is that in “friending” sources, reporters might inadvertently give out the identity of confidential informants. Think Woodward and Bernstein putting Deep Throat up on Facebook.
Reporters were also ordered to never misrepresent themselves using a false name when they are acting on behalf of a Dow Jones publication or service. “When soliciting information from readers and interviewing subjects you must identify yourself as a reporter for the Journal, Newswires or MarketWatch and be totally neutral in your questions,” Dow Jones stated. "Don't disparage the work of colleagues or competitors or aggressively promote your coverage," and "don't engage in any impolite dialogue with those who may challenge your work -- no matter how rude or provocative they may seem."
Let’s see how that works: “Hey, Laton, your blog sucks. You’re a moron.” Jack.
“Dear Jack. Thanks for your views. Comments from readers, especially those with double digit IQs, are always welcome.”
Other “no, nos” include not discussing stories that haven’t been published. Yes, if word gets out that XYZ Industries is about to go under before the Journal breaks the story, this might wreck all kinds of havoc. Also, no asking all your friends on Twitter to demand your editors put you up for the Pulitzer Prize; and no giving tailored advice to Twitter pals – “Harry, Sal, Izzie, unload XYZ ASP. It’s about to tank.”
And, oh yes, don’t post anything sensitive -- “You have the most beautiful eyes, Jenna.” – without first clearing it with your editor.
OK. I have a couple of questions: First, who exactly within Dow Jones is going to enforce these rules? The IT department? The editors? Rubert Murdoch? If the Iranian Government and the Revolutionary Guard can’t suppress YouTube postings that reflect unfavorably on the elections, it’s unlikely that the powers that be a Dow Jones can put the kibosh on some reporter tweeting friends and family about a recent scoop.
Second, have the people who created these rules ever tweeted? In his blog, “Thoughts on Wall Street Journal’s rules for staff.” Steve Buttry, Information Content Conductor, The Gazette, Cedar Rapids, Iowa, thinks not. I'm with him on that one.
Third, are other organizations in other industries likely to follow suit with their own rules for social networking. If you hear of any, let me know. Just don’t friend me on Facebook. (OK, I’m not on Facebook, truth be told.)
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