Professional Documents
Culture Documents
Rachel Allen
Case Study: Whose Facebook Page is It Anyway?
Executive Summary: In todays digital era, social media has trickled into the world of mass
media and made itself a staple in the industry. Accordingly, mass media professionals have also
joined this necessary world of social sharing via the internet both in personal and professional
realms. With the influx of media professionals simultaneously managing their personal and
professional accounts, also comes the potential for conflict. Barrett Tryon, former social media
contributor to the Gazette, is living proof that conflicting loyalties between personal and
professional social media exists specifically when he shared a news story via his personal
Facebook account that featured his employer as the subject. The content of the news story
speculated that the Gazette had been bought out by a Boston investment group and raised the
eyebrows of management for issues of conflicting loyalties (Patterson & Wilkins, 2005, p.91).
1. The Three Most Important Facts
The first most important fact is that Barrett Tryon posted a link to a LA Times article on
his personal Facebook account that announced Freedom Communications Holding Inc.s (parent
company to the Gazette) sale of seven newspapers to a Boston investment group, which included
his employer, the Gazette. This is important because in the opinion of Freedom Communications,
Tryon was directly disclosing private information on a social media platform that although was
personal had the potential to reach many followers. They feared that the release of this
information could potentially hurt the reputation of the company.
Another noteworthy fact is that Barrett Tryon was placed on an involuntary
administrative leave by Freedom Communications on the premise that his post was a violation of
their social media policy and he refused to remove it. Although, Tryon maintained that he was
justified in his post since it was on his personal account and it voiced no opinion. This is
important because this is the direct source of loyalty conflict that appears in this case study. By
Freedom Communications actions, we are forced to analyze if they were justified in placing an
employee on involuntary administrative leave because of the content posted to his personal
social media account.
The final key fact is that after the National Labor Relations Board issued a memo stating
several social media policy provisions illegal; some of which included provisions that the
Gazette was imposing on Tryons Facebook post, the Gazette offered Tryon reinstatement. This
is an important fact because it lends credible evidence to the fact that Freedom Communications
engaged in a conflict of loyalties with their employee and did not have the right to place Tryon
on administrative leave because of the content posted on his personal social media accounts.
2. Three Facts That Would Be Good To Know
Was the article the LA times published true?
Considering the reaction of Tryons boss, Carmen Boles and the Human Resources department at
Freedom Communications Inc., it seemed as if the LA Times article was true and they didnt wish
to encourage any sort of press exposure about it. A similar article was published just a month
later by the OC Register about the sale, confirming what the LA times had published earlier was
in fact true. Milbourn (2012) found the following:
Freedom Communications Inc. in Irvine, parent of The Orange County Register, today
completed the sale of the paper and six other remaining properties to 2100 Trust LLC, an
investment group headed by a Massachusetts businessman. The other Freedom properties
include The Gazette in Colorado Springs, The Sun in Yuma, Ariz., and four California
3. Ethical Dilemma
The ethical dilemma in this case is one of a conflict of interest. Specifically, whether or
not news organizations are justified in expecting reporters to uphold their social media policy
standards on personal social media accounts and how clear those policies are made to employees.
From the perspective of a news organization, any social media content posted by a reporter that
violates their social media policy, even if it is under a personal account could still reflect the
company because the reporter is already affiliated with the organization. However, from the
perspective of the reporter, his or her personal social media accounts should not interfere with
the professional standards put in place by their employer and under the First Amendment, they
are protected in their right to share whatever content they please under a personal account.
Further, employees should not be prohibited to share news stories that involve their employer
and more specifically, stories that have no opinion expressed by the content sharer.
Stakeholder: The public (As fans, to support the Gazette by buying their publications, following
them on social media, viewing their website and choosing them as their number one news
source. As citizens, to seek information about the world around them in order to be well
educated, to constantly stay updated on events through various channels)
Stakeholder: Reporters (As mass media gatekeepers, to report news, to uphold ethical
professional standards, to put forth their best effort, to attract attention to their organization with
fast, reliable and innovative reporting. As people, to manage personal social media separately
from work related social media accounts)
5. Values
Carmen Boles: Obedient, dependent, close-minded, not empathetic, irresponsible, civic-minded,
maximizing harm, underhanded.
Barrett Tryon: Honest, aboveboard, civic-minded, self-controlled, courageous.
The public: Broadminded, self-controlled, independent, civic-minded, unforgiving.
Reporters: Broadminded, intellectual, aboveboard, just, responsible, capable, fair, civic-minded,
helpful.
*Most opposite: independent vs. dependent
6. Loyalties
Carmen Boles: Freedom Communications Inc., employees, clients
Barrett Tryon: Himself, public, fans, followers, Freedom Communications Inc.
The public: Themselves
Reporters: The public, their news organization
she made the choice to unethically demand a provision of her employees right to talk about the
company during their legal matters and betrayed the loyalty she had to her employee.
The goal of the golden mean philosophy is to find the middle ground between two
extreme decisions in order to uncover the most ethical and practical solution during a conflict.
Moore (2003) found the following:
Aristotle's golden mean asserts there must be a balance between two extremes. For
example, if one were to look at the idea of fear and confidence, "cowardice" would be
one extreme and "Rashness" the other. "Courage", the desirable virtue, would be the
golden mean. (para.1)
This philosophy is one of the most useful and ethical of the six philosophies because it
emphasizes the actor and calls for the individual to weigh out their options and make a rational
decision based on the other parties involved and ultimately reach a compromise. I dont believe
any of the stakeholders or moral agents displayed this philosophy, because most decisions made
were very extreme and rash.
The categorical imperative believes that the individual should ideally act so their choices
could be used as universal law as well as treat humanity as an end and not solely as a means.
Kemerling states, The ultimate principle of morality must be a moral law conceived so
abstractly that it is capable of guiding us to the right action in application to every possible set of
circumstances (1997, Categorical Imperative section para. 4). This theory emphasizes the
importance of the action as the source of moral force, rather than solely the person who acts.
Barrett Tryon as a moral agent best represents this philosophy the best because throughout the
case study, he stuck to the principle that he was justified in his Facebook post. Though his
persistence he demonstrated morality through his actions, not solely on his moral character.
Creative: Freedom Communications Inc. could instead start to directly respond to any negative
social media attention on the internet, even if from their own staff to diffuse possible situations
and directly show they have nothing negative to hide.
Credible: Freedom Communications Inc. could be more direct with its employees. The Gazette
could inform its employees directly about any current public matters regarding the company. If
Tryon was informed directly about the company he worked for, maybe he would not have even
had the need to share a post from another newspaper about the subject.
Credible: Freedom Communications Inc. could have used Tryon as an example of their flawed
social media policy and updated it, warning him in the future that personal social media posts do
have the potential to reflect negatively on the company.
9. What Would You Do?
If I were a media professional involved in this case, I would have consulted the social
media policy to make the most informed decision. I believe that would have been the most
appropriate decision for the situation. By utilizing the golden mean philosophy, I would have
weighed out both extremities of the situation and found that looking into the policy would have
prevented any conflict related to Freedom Communications. Although Freedom
Communications social media policy was not legal in the end and Tryon was justified in his
stance, I admire how he stayed loyal to the principle he thought was right. He still turned down a
reinstatement by the company to prove the point that they should not go about social media
policy the same way.
10
10. Bibliography
Crawford, B. (2012, June 14). UPDATE: Tension at Gazette Leads To Ultimatum For One
Employee. Colorado Springs Independent. Retrieved from
http://www.csindy.com/IndyBlog/archives/2012/06/13/tension-at-gazette-leads-toultimatum-for-one-employee
Fox, J. (1910). Hedonism. In The Catholic Encyclopedia. New York: Robert Appleton Company.
Retrieved February 26, 2014 from New Advent:
http://www.newadvent.org/cathen/07187a.htm
Kemerling, G. (1997). Kant: The Moral Order. Retrieved from
http://www.philosophypages.com/hy/5i.htm
Lester, P. (n.d.). Six Ethical Philosophies [Word document]. Retrieved from California State
University at Fullerton Mass Media Ethics Titanium Site: https://moodle-20132014.fullerton.edu/my/
Milbourn, M.A. (2012, July 25). Freedom Communications Closes Sale of the Register. The Oc
Register. Retrieved from http://www.ocregister.com/articles/trust-365495-bankruptcysale.html
Moore G. Aristotle, the Golden Mean and the FFA. Agricultural Education Magazine [serial
online]. March 2003;75(5):8-9. Available from: Education Full Text (H.W. Wilson),
Ipswich, MA. Accessed February 21, 2014.
Patterson, Philip. Wilkins, Lee. (2005). Media Ethics: Issues & Cases. New York: McGraw Hill.