Shipping World And Social Media

It may seem like this blog is mashing together two disparate issues, but bear with me as I attempt to bring it all neatly together.


Issue 1: The Joint War Committee has expanded the geographic area in the Indian Ocean, subject to higher insurance premiums, due to the widening scope of attacks on shipping by Somali pirates, extending the area further east, reports Lloyd's List recently. The premise of the article is how the higher insurance costs and risk of hijack continues to plague not only the shipping industry, but by simple extension of cost, also the consumer, as world economy and trade will eventually bear the burden of those costs; or at least that's what it 'could' be saying if you paid for a subscription to Lloyd's List.


Do not misconstrue, LL provide a plethora of information relating to the shipping industry. It is one of the foremost commentators on shipping. Granted, there is much to be said for 'paid content', as some online daily newspapers have adopted, but when the matter of seafarers posting on social media outlets, such as Facebook and Twitter, not to mention the profusion of blogs (yes, like this one!), websites and forums, the article in LL with the headline "Social media shock for shipowners" neatly demonstrates the complexity of the issue. Let me elaborate...


Issue 2: The LL article states "SHIPOWNERS ignorant about social media and its influence are largely unaware of private material crews have posted on Facebook, Twitter and other freely available websites, waiting to surface at inopportune moments". The problem within the shipping community is the vast, disparate, some areas dated, but varied aspects of the industry. No one organisation has the ability to adroitly manage the huge companies, operators, owners, charters etc in how to run social media. It seems that loose lips (keyboards and keypads) do not exactly sink ships, but they can bring shipowners into discussions they would much rather not bring out to the general purview.

It just does not work like that. The shipping industry wants the public to be more aware of the influence shipping has on the world trade and economy. Sharing information to raise awareness of the pressures, dangers and importance of the industry is a two-way channel. The public, at home with access to social media easily to hand, is reflected in the seafarers who wish to do the same at sea. The increase in social media usage is a worldwide phenomenon. The whole world is talking. Looking at the uprisings across the Middle East, the disasters which have struck Japan and New Zealand, for instance; all covered via Google, Twitter, Facebook, YouTube, etc. The maritime community cannot remain resolutely detached from social media. Ignorance, like in law, is not an excuse.

It is time to move on. Yes, sensitive information should be safeguarded, it makes sense, but information is a way of everyday life. This is not a data protection matter either, just the issues that affect the safety and well-being of those serving at sea. Whether work-related or personal, the seafarer has greater connectivity than ever before. Remember using Morse code, radio telephone calls, telegrams, snail mail once in harbour, then email (quickly becoming snail-like)? They are either past it or are becoming passe.

Social media provides instant access and rapid exchange of views. No company or organisation can escape being talked about, no matter if it is the general public, the customer, or the staff. The beast is too big to be controlled (unless it is Google, Facebook, Microsoft or Apple). Take a look at some of the stats surrounding social media. A 2010 study mentioned a somewhat surprising stat: "75% of employers say their business has no formal policy instructing employees on the appropriate use of social networking sites on the job." The study "Employer Perspectives on Social Networking" compiled from 34,000 businesses in 35 countries, is covered in greater depth by Brian Solis article 'The Rules of Social Media Engagement' (www.briansolis.com). As Brian says "Social Media represents the democratization of information and the equalization of influence", the problem is the confusion of effective engagement with everyday chatter. Assigning the task of social media (if the company is aware of its existence) is usually to a junior staff member, because they understand how to use it.

In the maritime industry, the junior staff coming through have grown up with the ever present Internet and see it as a natural extension of their life. In fact, access to the Internet is now a human right in some European countries. The Secretary General of the International Telecommunication Union (ITU) said governments must "regard the Internet as basic infrastructure - just like roads, waste and water" (BBC News). So to remain resolutely ignorant, or choose to ignore social media in such a huge industry as shipping, is not exactly an offence, but could be in some countries.



As Brian Solis goes on to say "In order for businesses to maximize the opportunity present within social networks, we must place engagement in the hands of those representatives qualified and trained to do so effectively and strategically."

 
If you need more evidence of why social media is important, whether you like it or not, see what Erik Qualman has to say on his site Socialnomics - its bigger than you think. If the shipowners are shocked at what their employees are saying, they are in for a far greater shock to see what is being said by everyone else who has moved on. "It's a people driven economy stupid" (Equalman).

If seafarers are worried about sailing across pirate infested waters, they are most certainly going to talk about it, whether with their families and therefore the public, and/or their fellow seafarers. Social media at sea is growing and will only get bigger. Does that mash it together?