Journalists and social media: a volatile employment mix

But what if a reporter merely re-posts someone else's words on their Facebook page, something critical of their employer which the journalist may feel is worth sharing?

SBS reporter Marion Ives, must be pondering that point as she too was sacked after allegedly re-posting another person's article on her Facebook which criticised SBS policies.

Ives, who worked for SBS as a presenter for nearly seven years, was dismissed after she posted an article written by former Dateline presenter Helen Vatsikopoulos for The Conversation on her Facebook wall.

In the piece, Vatsikopoulos criticised a watering down of the SBS charter and its obligations of "meeting the communications needs of Australia's multicultural society, including ethnic, Aboriginal and Torres Strait Islander communities". In particular the article addressed the case of an Iraqi-born SBS journalism cadet, who was declined a job with SBS upon the completion of her cadetship.

Ives posted the article on her Facebook with a comment "I've admired Helen Vatsikopoulos' work for a long time, and I found her perspective on many aspects interesting. But I'm not going to risk breaching SBS' social media policy by commenting further - I'll leave that to others".

Nevertheless SBS acted, though it did not link her effective sacking to Ives' post. In McIntyre's case, SBS cited a breach of its social media guidelines, which dictate that "when communicating in either a professional or personal manner, do not act in ways likely to bring yourself or SBS into disrepute".

The guidelines also touch on the blended world of private and professional actions on social media, stipulating that "the SBS audience may not be able to distinguish when an employee is acting in an official capacity on behalf of SBS or when social media use is personal".

You could apply that concern across the board, to encompass all journalists in all media especially if you factor in the concept of social media now as no longer just social.

Social media began as a friendly way to share one's life with family and friends but increasingly people are using it as a soapbox to whinge about politics, work and the boss.

Journalists in Australia love social media and use it extensively but the recent SBS examples suggest they may not fully appreciate their obligations to their employers and the public's expectations of them.

Employers across Australia are realising that social media comment from their staff could generate a negative image of the business.

It's not about employers trying to suppress an employee's contact with friends and family but increasingly the social media comment can also reflect on the staff member's opinions of their workplace and employers. They're crossing a line in the sand here.