Not everything that Facebook has done lately is wrong. So, let's try to sort out the prudent from the feckless before we all jump on the "kill Facebook" bandwagon.
Due Diligence vs. Opposition (Oppo) Research
Organizations commission in-depth research on their competitors and perceived adversaries all the time: it's called due diligence. In fact, it could be argued that a company or non-profit is not doing their job if they don’t seek to understand deeply those who invest in them, comment on them, compliment them, and criticize them. That is simply looking for more information, motives, ulterior motives, and doing the proper due diligence that their stockholders and stakeholders would expect them to do. Good strategy would dictate that they can not be expected to fly blind in a firestorm, if they can help it.
On this level, there is absolutely nothing wrong -- in my opinion as someone who has been active in creating public strategies for private and public organizations for a long time -- with Facebook's commissioning "oppo" research into George Soros after he excoriated tech companies at Davos. You know what: every good professional would, or should have, done the same thing.
Great Leaders Listen
Great leaders want and need to understand the views of their organization from the outside in -- especially critical ones, or ones that have recently changed 180 degrees. We preach all the time to them -- "don't drink your own Kool-Aid"; "listen to your critics"; "understand them, be able to pivot, and create strategies to mitigate their complaints." This is simply great strategy.
The Rub
The rub comes when an organization or leader takes that information and then acts upon it in a way that is less than wholesome or admirable. And THAT is where Facebook's strategies regarding Mr. Soros get dodgy. Any time you build an external strategy to fight back criticism, unfair or not, by publicly denigrating or destroying your critic, you are getting yourself into trouble. And even if that practice is now successful in political and global circles, it doesn't mean it will work in tech, or in the world of social media. Or should.
A Higher Moral Standard
Most Facebook members expect a higher moral standard from the organization they trust to hold their life data. Flaunt that expectation at your own risk.
Information is Power
Information is power, now more than ever. But you can use that power for the public good -- and to help inform and elevate your strategies to new levels of effectiveness and trustworthiness. And to build the trustworthiness of your brand. Or, you can misuse that power -- to target, denigrate, muddy the conversation, lower the level of compassionate discourse, and sully your brand.
Beware
So, beware of the advisors you hire in a firestorm. Some politically partisan ones, such as opposition research firm The Definers, can lead you down the low road -- or they won't challenge your instincts when you want to explore the nether regions. Other advisors will help you seek win/win public strategies that may be challenging in the short-run, but prepare you to shine in the mid- to longer-run.
Ethical dilemmas and opportunities are everywhere, and the lines between right and wrong are increasingly fuzzy. Yet, I don't believe it has ever been more important to our public weal to insist upon the moral, ethical, and strategic high roads than now. The more others do not, the more we must do.
In an effort to understand the low road, Facebook may have taken it. And that is a stance that must be walked back thoroughly, and now. And they can do that.
