Digital etiquette, or netiquette as it is sometimes referred to, is a basic set of rules pertaining to behaviour that needs to be followed to ensure the Internet is better for all users. Basically it means “the use of good manners in online communication such as e-mail, forums, blogs, and social networking sites”.
Importance of Netiquette
So why is netiquette so important? When we communicate face- to-face, it is important to note that 55% of the communication is made up of body language, 38% is the tone of voice, with the remaining 7% being the actual words (Psychology Today (Thompson, J. 2011). When communicating on a phone we lose the body language component but the tone is still there to support the message. However, communicating online, or in the written form, we lost 93% of the communication – the words become the sole mechanism for communication! As a result misunderstandings occur without these non-verbal cues.
So how do we provide these non-verbal cues in digital communication? Informally we use emoticons to aid the message, but formally this is a lot harder. Most formal communication occurs within a business context, so netiquette becomes vital in our communication as businesses rely heavily on building and maintaining relationships.
We need to also be aware that the etiquette rules may differ somewhat depending on the context. Our language and approach will most certainly differ depending on the audience, environment and situation. We most certainly would not SMS a friend stating, “Further to our conversation, herewith are the details for the gathering planned”, nor would we email our boss saying “Thks dude, catcha l8er at the party”.
Etiquette and Business
Business is about building relationships, which at times can take years. Creating the rapport is incredibly important in establishing trust, authenticity and credibility. Any disregard for netiquette can break this down with a single email, post or online comment. It is key for businesses to focus on the digital skills of their employees; moreover the focus should be on communication with a nuance on digital communication.
A brand’s reputation is everything, where a positive brand image can actually sway buying decisions. The stats from several surveys conducted in 2013, showed that:
“73 % of consumers say positive reviews make them trust a business more.
79 % of consumers trust online reviews as much as personal recommendations.
90% of survey respondents claimed that positive online reviews influenced buying decisions. In comparison, 86% said buying decisions were influenced by negative online reviews.
Facebook and Twitter are growing strongly as recommendation channels”.
Etiquette and Society
We know that the socio-cultural environment has the deepest, strongest, and perhaps most prevailing effect on social behaviour. In fact etiquette are societal norms, therefore netiquette would be the rules society dictates we utilise when we are online.
So how can disregard for netiquette affect society? If we disregard all rules and values our society will eventually fall into anarchy. Can netiquette achieve the same effect? Probably not, but it most certainly can contribute to the downfall of a society.
The Online Disinhibition Effect
People disclose or act out more frequently, at times more intensely, when they are online. More so than when they are off- line. Because of this loss of inhibition, users show tendencies, such as being more affectionate, more open, and less guarded, in an attempt to achieve emotional well being (Suler, 2004).
According to Suler (2004) there are six factors at play that create this ‘online disinhibition effect’:
Role of Rules and Policy
We communicate daily, be it in a social, business or academic context, and the way in which we engage will differ. Without any form of ‘guidelines’ or rather rules and policy on conduct, our interactions will degenerate and result in negative consequences. (N)Etiquette is all about the code of behaviour established for communicating and behaving. This code may vary depending on the context and environment; however, the core principles will always remain the same. Corporates have a code of conduct, but we see that this type of code is appearing on websites, forums, blogs, etc.
Without the rules and policies associated, our communications will have no censure, no consequences and no legal responsibilities. These are important in maintaining a sense of decorum and self-worth, which goes to the element of “Digital Health and Wellness”.
Electronic Standards of Conduct
Electronic Standards of Conduct is a set of standards on social, environmental and ethical issues within the context it is provided. Most companies have such standards, often referred to as Acceptable Use Policy (AUP). This is often used as a guideline for employees and users, but also in terms of managing staff. Given that employees represent the company, even outside of their normal working hours, therefore some standards need to be in place. Employees in breach of these standards may find themselves without a job, as it is seen as part of their contract with the company.
The reality is that employees misuse the Internet at their work. A survey done by the International Data Corp (IDC) established that between 30 and 40% of Internet access at work was non- work related. Here are some of the stats that the survey revealed:
“70% of all web traffic to Internet pornography sites occurs during the work hours of 0900 – 1700, during weekdays.
80% of computer crime is committed by “insiders”.
64% of employees say they use the Internet for personal interest during working hours.
32.6% of workers surf the net with no specific objective”.
Virginia Shea’s Netiquette Guidelines These guidelines will differ, in terms of the context and the medium available. However, there are some core principles that we need to be aware of and adhere to. According to Shea (1994), an academic who has been dubbed the ‘network manners guru’, these guidelines are:
1. Remember the Human Never forget that the person reading your communication is actually a person with feelings and can get hurt. Essentially never say anything online that wouldn’t say to your reader’s face.
2. Adhere to the same standards of behaviour online that you follow in real life Be ethical in your engagement and know that breaking the law is bad netiquette.
3. Know where you are in cyberspace The netiquette required will differ from domain to domain. If you are in a forum of experts, your netiquette should reflect respect. Whereas if you are in a chat room with a group of friends (you know in real life) then the netiquette will differ!
4. Respect other people’s time and bandwidth When sharing files or documents, bear in mind the audience’s bandwidth. Furthermore, make sure you read the FAQs first before asking mundane questions where the answers already exist. If you disagree with a group’s discussion, don’t waste their (or your) time by telling them how stupid they are: Just stay away.
5. Make yourself look good online Check grammar and spelling before you post. Most people judge others’ intelligence based on the use of grammar and spelling. Only post on things you know about, it is not worth it to look like the fool.
6. Share expert knowledge Offer answers and help others where you can.
7. Help keep flame wars under control Don’t respond to flame-bait, don’t post spelling or grammar flames, and apologise if you have done so or perpetuated a flame-war.
8. Respect other people’s privacy Don’t give out other people’s details, online or offline.
9. Don’t abuse your power The more power you have, the more important it is how you use it. 10. Be forgiving of other people’s mistakes We all were once a newb (and no we don’t mean noob – those who know little and have no will to learn any more).
Bad Etiquette Examples Although these are not the only examples of bad netiquette these examples may give an idea of the things that are taboo:
“Don't type in CAPS – it is considered shouting
Don’t spam
Don’t use offensive language
Don’t steal other people’s identity
Don’t distribute illegal material
Don’t flood
Don’t expect a response straight away
Don’t broadcast only; engage with others
Don’t ‘reply-all’ for a personal conversation Don’t ask a question that can be found on the site or on Google”