If you lead or work for an organization that is the target of customer complaints, employee gripes and public disdain, just remember it could be worse. You could work for the Transportation Safety Administration.
The TSA is responsible for screening passengers before they board airplanes in the United States. You know the grim-faced, often grouchy uniformed agents who order you to empty your pockets, take off your shoes, start up your laptop to prove it won't explode, and surrender all liquids, gels and suspicious toiletries.
If ever there was an organization that would shun new social media, you'd think it would be the TSA. You would be wrong, however. Two weeks ago, the TSA launched a blog, and it might just be the best thing for the nation's air travelers since JetBlue's Customer Bill of Rights.
The curiously titled "Evolution of Security" blog received more than 1,000 comments in the first 48 hours. In the first week, the five TSA employee bloggers decided to organize the content into topic areas – including shoes, ID requirements, liquids and others – to make it easier for readers to find what interests them.
Also, within the first week, reader response had led the TSA to clarify a policy that was being handled inconsistently across the country. A large number of blog readers complained that some local TSA offices were requiring all electronics to be removed from carry-on bags, even electronic cords.
TSA blogger "Christopher" noted that the agency did not sanction the practice, and within a day "Blackberrys, cords and iPods began to flow through checkpoints like the booze was flowing on Bourbon Street Tuesday night."
By the way, that attempt at lightheartedness by the TSA is one hallmark of the "Evolution of Security" blog. Among the principles of blogging are that the writing should be brief, informal, conversational, and even off the cuff. In one post, blogger "Bob" writes: "Throughout the ages, there have been many unanswered questions that continue to baffle the human race. Who built Stonehenge? Is there life on other planets? Why does the TSA make me place my liquids in a clear sealable bag?"
The sense of humor might help the TSA's image, but the real value of the blog is the conversation it has started between the agency and the nation's air travelers. Readers' comments run the gamut from complimentary ("I am a frequent flier and have had good experience with most TSA folk") to grouchy ("Thanks for screwing up the airline industry even more, TSA"). In the case of the inconsistent policy, readers are helping bring about improvements to the way TSA operates.
The purpose of the blog, as stated on its homepage, is "to facilitate an ongoing dialogue on innovations in security, technology and the checkpoint screening process." The rules of debate are fairly minimal. In its invitation for readers to comment, the TSA notes that the blog is moderated and that it will not post comments that include personal attacks, refer to employees by name, contain racially offensive terms or vulgar language, that are commercial in nature or that are "clearly off topic."
Those are fair rules which, judging by the comments left so far, don't water down the discussion.
Other businesses, organizations and government agencies should take a cue from the TSA's blog. The agency is stepping boldly into the social media arena in an attempt to improve the way it conducts business. Certainly there are risks, but the potential rewards in terms of better processes and good public relations are clearly greater.
Robert J. Holland owns Holland Communication Solutions LLC in Mechanicsville. He works with Fortune 500 companies and small businesses to help them develop communication programs that support business goals. He is also available to speak to business groups about workplace communication. You can reach him at robert@hollandcomm.com, at www.hollandcomm.com, or by calling 804-368-0312.
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