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Friday, July 16, 2010

Berkeley prof: ‘Mystery plumber’ may have designed the new BP containment cap

Source

http://news.yahoo.com/s/yblog_upshot/20100716/bs_yblog_upshot/did-a-mystery-plumber-design-the-new-bp-containment-cap


When BP's newest spill-containment strategy in the Gulf yielded such encouraging initial results, many asked why the oil giant didn't hit on this solution earlier in the crisis.

The short answer is that the model of the well cap now in place didn't exist in the earlier stages of the spill saga. But what's more noteworthy than the timing issue is the likelihood that the device owes its origin to the same authority that any homeowner turns to in order to get a leak plugged: a professional plumber.

That, at any rate, is the theory that the Christian Science Monitor's Patrik Jonsson has floated — and the recent sequence of events leading to the plugging of the leak make it seem plausible.

Jonsson reports that six weeks ago, University of California, Berkeley, engineering professor Robert Bea received a late-night call from an anonymous plumber. According to Bea — who had formerly worked as an oil-industry executive before his present gig as an academically backed manager of engineering crises — the "mystery plumber" reached out to him because he had an idea for how to plug BP's busted well in the Gulf. The plumber provided Bea with sketches of a containment cap that upgraded some of the design flaws in the cap the oil company deployed in its unsuccessful bid to plug the leak several weeks ago.

Bea passed the plumber's sketches on to a contact at the Coast Guard and to a panel of experts who were evaluating proposed schemes to repair the leak submitted by the general public. Jonsson writes that when Bea first got a glimpse of the containment cap that has stopped the flow of oil into the Gulf, he noticed striking similarities to the designs dreamed up by the plumber.

"The idea was using the top flange on the blowout preventer as an attachment point and then employing an internal seal against that flange surface," Bea told Jonsson. "You can kind of see how a plumber thinks this way. That's how they have to plumb homes for sewage."

BP spokesman Mark Salt told Jonsson that he presently has "no way of finding out" if the well-capping crew used any of the mystery plumber's ideas. Salt added that there's "a good chance that this was already being designed" when Bea handed over the sketches.

Still, there's one way that BP's containment officials can be sure if they followed the plumber's blueprint: When he submits his three-figure-an-hour bill.

Sunday, July 11, 2010

Pendidikan Lintas-Disiplin sebagai Dasar Pendidikan CSR - Cross-Discipline Education as the Foundation of CSR Education

Saat ini saya masih menemukan banyak pemberitaan seputar Corporate Social Responsibility (CSR), terutama di Indonesia, yang masih memandang CSR sebagai program-program sosial kemasyarakatan daripada sebagai perilaku bisnis. Misalnya pemberitaan mengenai perusahaan-perusahaan yang menggunakan "dana CSR" untuk pemberian sapi, pemeliharaan taman, konser musik, bahkan untuk nonton bareng Piala Dunia 2010 dengan alasan "...sebagai salah satu wujud tanggung jawab sosial perusahaan...". Hal ini merupakan pendidikan publik yang menyesatkan dan tidak mencerminkan CSR sebagai perilaku bisnis yang strategis dalam memadukan aspek bisnis dan sosial untuk mencapai tujuan pembangunan berkelanjutan (Sustainable Development).

CSR bukanlah hal yang baru, namun pemahaman publik - kecuali mereka yang memiliki "jaringan CSR" internasional, sangat jauh dari harapan. Saya memandang bahwa pendidikan mengenai prinsip-prinsip dan isu-isu CSR untuk tujuan pembangunan berkelanjutan sangat perlu dan dapat dimulai dari jenjang perkuliahan
baik dalam berbagai kurikulum ataupun program tanpa perlu menyebutkan istilah CSR itu sendiri, kecuali jika memang program tersebut khusus mengenai CSR - seperti yang dilakukan oleh Universitas Trisakti dengan membuka program MM-CSR. Saya berpendapat bahwa pendidikan lintas-disiplin yang disesuaikan dengan konteks disiplin ilmu yang ada merupakan metode yang tepat untuk menanamkan pemahaman mengenai CSR.

Pendidikan lintas-disiplin mengenai CSR dapat dirancang dengan tepat jika memperhatikan beberapa hal;

1. Prinsip-prinsip CSR dipandang tidak hanya dalam aspek etika-moralitas, tetapi juga dipandang dalam aspek pragmatis dalam konteks disiplin ilmu yang mengarah kepada tujuan pembangunan berkelanjutan.
Pengalaman saya di bangku kuliah di program akuntansi dan manajemen menunjukkan tidak adanya pendidikan yang cukup mengenai CSR sebagai dasar perilaku perusahaan. Bisnis dipandang sebagai usaha untuk memaksimalkan keuntungan pemegang saham tanpa melihat keberlanjutan perusahaan dalam aspek luas, yaitu dalam perspektif sosial, lingkungan, dan memperhatikan pemangku kepentingan. Pendidikan etika, sosial, budaya, dan filosofi memang diberikan dalam jenjang perkuliahan, tetapi hanya dalam aspek normatif dan terpisah dengan kenyataan di dunia bisnis.

2. Implementasi CSR memerlukan kreatifitas dalam memadukan aspek sosial-lingkungan dengan aspek bisnis dalam konteks disiplin ilmu masing-masing sehingga pendidikan mengenai CSR tidak terlepas dengan pengembangan kreatifitas. Saya memandang bahwa implementasi CSR sifatnya sangat tidak terbatas. Misalnya, program teknik mesin menekankan pada implementasi CSR melalui penelitian terus-menerus untuk menciptakan mesin yang bisa menggunakan energi alternatif, tidak menghasilkan polusi, bertenaga, relatif berbiaya murah, dan menggunakan material yang ramah lingkungan.

3. Pemahaman CSR perlu dikaitkan dengan standar atau panduan CSR internasional, baik dalam hal prinsip, isu, implementasi, dan pengukuran CSR dalam konteks disiplin ilmu masing-masing. Dengan demikian terdapat landasan pemahaman yang kuat mengenai CSR yang mendunia. Misalnya, program manajemen perbankan menggunakan Equator Principles sebagai dasar pendidikan CSR di dunia perbankan.

4. Perlu adanya cara pandang holistik untuk memahami prinsip-prinsip CSR dalam berbagai isu. Oleh sebab itu mahasiswa-mahasiswa antar program-program pendidikan dapat saling berbagi mengenai implementasi CSR. Misalnya, mahasiswa program arstektur saling berbagi mengenai
konsep green achitecture dan waste & pollution management dengan mahasiswa teknik lingkungan.

Saya teringat ketika suatu waktu Ibu Maria Nindita, Direktur Program MM-CSR Universitas Trisakti mengatakan bahwa CSR harus diajarkan pada semua disiplin ilmu. Saya sangat setuju dengan beliau karena isu-isu CSR terkait dengan beragam disiplin ilmu dan pendidikan akan berguna hanya jika ditujukan bagi pembangunan keberlanjutan.

SP


In English Version


Up to now, I find many news about Corporate Social Responsibility (CSR), especially in Indonesia, which view CSR as a social community program rather than a business behavior. For example, news about companies who use "CSR funds" to grant cow, maintain public park, support music concert, or to arrange events related to World Cup 2010, with the reason of "...as an implementation of corporate social responsibility...". This is a misleading public education which does not reflect CSR as a strategic business behavior in combining business and social aspect towards sustainable development.

CSR is not a new thing, but public understanding - except those who posses international "CSR networking", is still far from the expectation. I see that education about CSR principles and issues towards sustainable development is needed and this can be started from college level in various curriculum or programs without mentioning about CSR terminology itself, unless such program is dedicated to CSR - just like what the Trisakti University does by opening MM-CSR program. I believe that cross-discipline education adjusted with the discipline context is the appropriate methodology to promote CSR understanding.

A cross-discipline education about CSR can be designed if we consider the following issues;

1. CSR principles should be viewed not only from ethical-morality aspects, but also from pragmatic views in discipline context towards sustainable development. My experience in college and post graduate study showed there were no sufficient education about CSR as a foundation
of business behavior of a company. Business is viewed as a set of efforts to maximize shareholders' profits with no perspectives of business sustainability in larger perspectives, which are social, environment, and stakeholder interests. Ethics, social, culture and philosophy are given in schools but only from normative aspect and they are separated from reality in business world.

2. CSR implementation needs creativity in integrating social-environment issues with business aspect in each discipline context, thus, CSR education is closely related with creativity development. So far, I see that CSR implementation is unlimited. For example; Mechanical Engineering Program should encourage students to implement CSR through continuous research and development of machines that are using alternative energy, zero or low emission, powerful, low-cost, and using environmental friendly material.

3. CSR understanding should be related with international CSR guidance or standard, whether terms of principles, issues, implementations, or CSR measurements in each discipline. Hence, there is a strong foundation of global CSR understanding. For example, Banking Management Program can use Equator Principles as a reference for CSR education in banking.

4. There should be a holistic view to understand CSR principles in various issues. Hence, students from various programs can share knowledge about CSR implementations. For example students of Architecture Program can share the concept of Green Architecture and Waste & Pollution Management with the students from Environmental Engineering.

I remember when Ms.Maria Nindita, the Director Program of MM-CSR of Trisakti University, who said that CSR should be taught in all disciplines. I agree with her since CSR issues are related with various disciplines and education is useful if only dedicated to sustainable development.

SP

Wednesday, June 30, 2010

Manila Times; "ISO 26000: A new boost for sustainability"

BY SEMERDANTA PUSAKA

(this article was posted on June 29, 2010)



Last May 17 to 21, the ISO Working Group on Social Responsibility leveled the status of ISO 26000 from Draft International Standard (DIS) to Final Draft International Standard (FDIS). This is the last phase prior to the release of the standard by the end of 2010.

Reviewing the shift from DIS to FDIS, the seven principles and seven core issues of social responsibility are basically similar in both DIS and FDIS, even with those of the Committee Draft (CD) ISO 26000.

The availability of ISO 26000 can initiate a new era of learning about corporate social responsibility (CSR) concepts from the perspective of ethics, business sustainability, and sustainable development. This is especially true in developing countries where CSR is seen merely as social investment, social development, natural environment protection, charity, or philanthropy of large corporations. ISO 26000, which is supported by 436 experts and 195 observers from 94 member countries and 42 liaison organizations, can bring CSR into a stage of global consensus on principles, issues and applications. After all, it was developed based on various inter-governmental agreements on related social responsibility aspects. Furthermore, since ISO 26000 can be used by any type of organization, discussions about CSR will be expanded to “Organizational Social Responsibility.” Multinational Corp.’s, large national companies, Small and Medium Enterprises (SMEs), nongovernment organizations (NGOs) and government agencies can now all take part in developing paths towards sustainable development.

A study I conducted in a medium-sized company in Indonesia indicated some insights that might predict the future of ISO 26000. This study covered the integration of CD ISO 26000 in all aspects of the company including vision, mission, code of conduct, policies, organization structure, strategies, CSR initiatives, and scheduling and budgeting for implementation. A “not too small” SME was chosen to ensure that many CSR issues could be addressed in the study.

Nevertheless, the study indicated that the chief executive officer and managers found it difficult to understand the comprehensive statements of CD ISO 26000. The company also required a strategic organizational behavior change program rather than a check list of action items for CD ISO 26000 implementation. It should be noted that the guidelines can be useful if they can be appropriately interpreted according to the organizational context of its users. This may need knowledgeable consultants to assist SMEs in developing change programs and interpreting the standard based on their organizational context. Industry associations can also encourage SMEs by developing simpler industry guidelines using the ISO 26000 as a reference.

The coming of ISO 26000 may encounter some challenges and misperceptions. Those who benefit from the current state of CSR understanding may directly or indirectly take a position against ISO 26000. For example, local communities and NGOs who receive “CSR funds” from businesses may fear that their donors will allocate money for more strategic CSR initiatives. Also, governments that encourage businesses to disburse funds for social initiatives through laws and regulations may oppose the standard because the guidelines do not recommend social actions, which usually create social dependency on businesses. A government or industry association who subscribes to ISO 26000 may incorrectly use the guidelines as a barrier to entry into a market or country.

It would be impossible for an organization to fully comply with all ISO 26000 clauses due to organizational limitations and context. The ISO 26000 guidelines should be implemented gradually and be part of the organization’s lifetime journey in pursuit of sustainability.

Semerdanta Pusaka is a student of the Doctor of Business Administration Program of the College of Business of De La Salle University. His email address is dantesstyle @hotmail.com.

Monday, June 28, 2010

Bisnis Masa Depan: Mengintegrasikan Isu Sosial dan Aspek Bisnis - Business in the Future: Integrating Social and Business Aspects

UN Global Compact dan Accenture menemukan hal yang menarik dalam riset mereka terhadap 766 CEO di seluruh dunia pada 2010;

1. Sembilan puluh tiga persen (93%) CEO mengatakan bahwa isu keberlanjutan (sustainability) penting bagi kesuksesan masa depan perusahaan mereka.

2. Delapan puluh tiga persen (80%) CEO mengatalan bahwa krisis ekonomi menjadikan keberlanjutan sebagai isu penting dalam kaitannya dengan efisiensi biaya dan kenaikan penerimaan. Lebih lanjut lagi, banyak perusahaan melihat keberlanjutan sebagai elemen yang penting dalam memacu pertumbuhan di pasar yang baru untuk mengantisipasi perbaikan ekonomi.

3. Delapan puluh satu persen (81%) CEO mengatakan bahwa keberlanjutan menjadi bagian penting operasi dan strategi perusahaan.

4. CEO mengungkapkan beberapa hambatan dalam mencapai tujuan keberlanjutan;
-- Kompleksitas dalam iplementasi strategi dalam berbagai fungsi bisnis (49%)
-- Memilih prioritas strategi (48%)
-- Tidak adanya apresiasi dari pasar keuangan (34%)

5. Dalam mengintegrasikan tujuan keberlanjutan di dalam perusahaan, diperlukan tindakan-tindakan dalam 5 area berikut:
-- Meningkatkan pemahaman konsumen agar terjadi pasar yang kuat untuk produk yang "berkelanjutan"
-- Pelatihan manajemen, karyawan, dan generasi pemimpin masa depan untuk mengantisipasi isu keberlanjutan
-- Komunikasi dengan investor untuk menciptakan pemahaman mereka mengenai dampak keberlanjutan
-- Mengukur kinerja "keberlanjutan" -- dan menjelaskan nilai bisnis di dalam masyarakat
-- Bekerjasama dengan pemerintah untuk membuat peraturan yang lebih jelas dan kondisi yang baik untuk mencapai tujuan keberlanjutan

6. "Brand", kepercayaan, dan reputasi merupakan motivator terbesar (72%) , disusul oleh potensi kenaikan penerimaan dan pengurangan biaya (44%), motivasi personal (42%), permintaan konsumen (39%) dan keterlibatan karyawan dan untuk mempertahankan karyawan (31%).

7. Delapan puluh tiga persen (83%) CEO mengatakan bahwa krisis ekonomi menaikkan peran isu keberlanjutan dan etika dalam membangun kepercayaan bisnis.

8. Delapan puluh persen (80%) mengatakan bahwa keberlanjutan merupakan isu kepemimpinan bagi manajemen.

9. Tujuh puluh tujuh persen (77%) CEO mengatakan bahwa mereka melihat bisnis secara jangka panjang dan melihat peran isu keberlanjutan karena adanya krisis.

10. Edukasi (72%) merupakan isu yang terpenting bagi kesuksesan bisnis mereka di masa depan, disusul oleh perubahan iklim (66%).

11. Sembilan puluh satu persen (91%) CEO mengatakan bahwa perusahaan mereka akan menggunakan teknologi baru untuk mengantisipasi isu keberlanjutan untuk 5 tahun ke depan, seperti sumber energi terbarukan dan menciptakan efisiensi energi yang lebih baik.

12. Tujuh puluh delapan persen (78%) CEO percaya bahwa perusahaan harus terlibat dan bekerjasama dengan beragam pemangku kepentingan dalam mengantisipasi isu keberlanjutan, seperti supplier, LSM, dan pemerintah.

Saya yakin bahwa temuan di atas memberikan gambaran yang jelas mengenai peran isu keberlanjutan dan model bisnis masa depan. Usaha untuk mengantisipasi isu keberlanjutan dapat meningkatkan kinerja bisnis bahkan pada saat krisis ekonomi. Implementasi CSR untuk mencapai keberlanjutan harus terintegrasi ke dalam strategi bisnis perusahaan. CSR harus dipandang sebagai "integrasi tindakan bisnis-sosial yang strategik" yang berkontribusi secara positif bagi perusahaan dan pemangku kepentingannya daripada sekedar aktifitas sosial.

Perusahaan saat ini dan di masa depan tidak hanya bersaing dalam hal efisiensi bisnis, pangsa pasar yang luas, dan kepuasan konsumen atas jasa dan produk, tetapi juga dalam hal mengintegrasikan isu sosial dengan aspek bisnis perusahaan untuk memenuhi harapan pemangku kepentingan. Inovasi produk, biaya produksi yang murah, rencana pemasaran yang agresif, dan kampanye perusahaan yang baik tidaklah cukup untuk mempertahankan bisnis dan memimpin pasar. Perusahaan perlu menyesuaikan bisnisnya dengan tujuan keberlanjutan dan prinsip dan isu CSR.

Namun, saya mencatat bahwa temuan di atas menunjukkan isu keberlanjutan dan CSR masih akan terus berkembang dan menghadapi tantangan dalam beberapa dekade ke depan. Perusahaan perlu mendidik konsumen mengenai CSR dan pembangunan berkelanjutan dan bahwa mereka dapat berkontribusi dengan membeli produk dan jasa yang "berkelanjutan". Investor dan pasar keuangan harus memahami dan mengapresiasi investasi yang bertanggungjawab sosial yang mempertimbangkan tidak hanya biaya dan keuntungan ekonomi, tetapi juga biaya dan keuntungan sosial. Pengembangan ilmu dan keahlian harus bertujuan untuk memenuhi kebutuhan isu-isu keberlanjutan, dengan demikian, perusahaan-perusahaan dapat menemukan cara untuk mencapai tujuan-tujuan keberlanjutan. Juga, pemerintah, LSM, dan masyarakat luas terutama di negara-negara berkembang, yang mengharapkan pebisnis untuk memberikan kontribusi sosial melalui "CSR programs", harus merubah persepsi mereka menuju prinsip-prinsip pembangunan berkelanjutan.

Semua tindakan ini dapat dilakukan jika kita memahami dan menghargai prinsip etika CSR dan pembangunan berkelanjutan yang paling mendasar; lakukan secara benar dan hindari kehancuran generasi masa depan.



English version

UN Global Compact and Accenture found interesting insights from their study of 766 CEOs around the world in 2010;

1. Ninety-three percent (93%) of CEOs said that sustainability will be critical to the future success of their companies.

2. Eighty percent (80%) of the CEOs said the economic crisis raised the importance of sustainability as a source of cost efficiencies and revenue growth. Additionally, many companies view sustainability as a critical element in driving growth in new markets as they look toward economic recovery.

3. Eighty one percent (81%) of the CEO respondents said that sustainability issues became part of their company's strategy and operations.

4. The CEOs cited several barriers to achieving their sustainability goals, including:
-- The complexity of implementing strategy across business functions (cited by 49 percent)
-- Competing strategic priorities (48 percent)
-- Lack of recognition from the financial markets (34 percent)

5. In integrating sustainability goals in the companies, the actions were required in five key areas:
-- Shaping consumer tastes in order to build a stronger market for sustainable products.
-- Training management, employees and the next generation of leaders to deal with sustainability issues.
-- Communicating with investors to create a better understanding of the impact of sustainability.
-- Measuring performance on sustainability -- and explaining the value of business in society.
-- Working with governments to shape clearer regulation and create a level playing field.

6. Brand, trust and reputation were identified by 72 percent of the respondents as one of their biggest motivators, followed in descending order by: the potential for revenue growth and cost reduction (cited by 44 percent), personal motivation (42 percent), consumer and customer demand (39 percent) and employee engagement and retention (31 percent).

7. Eighty three percent (83 percent) of the CEOs said the economic crisis elevated the role of sustainability and ethics in building trust in business.

8. Eighty percent (80%) said sustainability as a leadership issue for top management.

9. Seventy seven percent (77%) of the CEOs said the crises led them to take a longer-term view of business and the role of sustainability.

10. Education was identified by seventy two percent (72%) of the respondents as the most important development issue for the future success of their business, followed by climate change at sixty six percent (66%).

11. Ninety one percent (91%) of CEOs said their companies would employ new technologies to address sustainability issues over the next five years, such as developing renewable energy and creating greater energy efficiency.

12. Seventy eight percent (78%) of the CEOs believed that companies should engage in collaboration with a variety of stakeholders to address sustainability issues. Examples of potential partnerships include suppliers, NGOs and governments.

I believe the findings above give us a clear perspective on the role of sustainability and future business model. Sustainability efforts can boost business performance even in a downturn economy. Implementation of CSR to pursue sustainability should be integrated in the business strategy of corporations. CSR should be perceived as "integrated strategic business-social actions" that contribute positively to both company and stakeholders rather than just a set of social activities.

Corporations now and in the future will not only compete in business process efficiency, large market share or outstanding satisfactory products and services, but also in integrating social issues with business aspects of corporations that meets the stakeholders' expectations. Product innovation, low production costs, aggressive marketing plan, and good corporate campaign will not adequate to sustain the business and lead the market. Corporations need to re-align the whole business with sustainability goals and CSR principles and issues.

However, I also note from the findings that the sustainability and CSR will still be developing and facing challenges for the next decades. Corporations need to educate consumers about CSR and sustainable development and how they can contribute through purchasing of "sustainable-sound products and services". Investors and financial market should understand and appreciate socially responsible investments that consider not only monetary costs and economic returns but also social cost and social gains. Development of knowledge and skills in any discipline should be dedicated to sustainable development, thus, corporations can find ways to meet sustainability goals. Also, the government, NGOs, and society especially in developing countries, who expect the businesses to give social contributions through "CSR programs", should shift their perception towards sustainable development principles.

All these actions can be performed if we understand and appreciate the very basic ethical foundation of CSR and sustainable development; doing it right and avoid obliteration of future generations.

(SP)

Reference;

http://www.pressreleasenetwork.com/newsroom/news_view.phtml?news_id=3249

Saturday, June 26, 2010

The Seven Sins of Greenwashing

Have you heard products that promoted "natural", "eco-friendly" and "green"? Let's not be cheated by these ads and learn what is called "greenwashing". The following article of Terra Choice "The Seven Sins of Greenwashing" may help us to understand more about the issue.


tradeoff_smSin of the Hidden Trade-off

A claim suggesting that a product is ‘green’ based on a narrow set of attributes without attention to other important environmental issues. Paper, for example, is not necessarily environmentally-preferable just because it comes from a sustainably-harvested forest. Other important environmental issues in the paper-making process, such as greenhouse gas emissions, or chlorine use in bleaching may be equally important.


noproof_smSin of No Proof

An environmental claim that cannot be substantiated by easily accessible supporting information or by a reliable third-party certification. Common examples are facial tissues or toilet tissue products that claim various percentages of post-consumer recycled content without providing evidence.


vagueness_smSin of Vagueness

A claim that is so poorly defined or broad that its real meaning is likely to be misunderstood by the consumer. ‘All-natural’ is an example. Arsenic, uranium, mercury, and formaldehyde are all naturally occurring, and poisonous. ‘All natural’ isn’t necessarily ‘green’.


worship_smSin of Worshiping False Labels

A product that, through either words or images, gives the impression of third-party endorsement where no such endorsement exists; fake labels, in other words.


irrelevance_smSin of Irrelevance

An environmental claim that may be truthful but is unimportant or unhelpful for consumers seeking environmentally preferable products. ‘CFC-free’ is a common example, since it is a frequent claim despite the fact that CFCs are banned by law.


lesser_smSin of Lesser of Two Evils

A claim that may be true within the product category, but that risks distracting the consumer from the greater environmental impacts of the category as a whole. Organic cigarettes could be an example of this Sin, as might the fuel-efficient sport-utility vehicle.


fibbing_smSin of Fibbing

Environmental claims that are simply false. The most common examples were products falsely claiming to be Energy Star certified or registered.

Reference:

http://sinsofgreenwashing.org/findings/the-seven-sins/

Tuesday, June 22, 2010

Goenawan Mohammad dan Jatuhnya Pencitraan Semu - Goenawan Mohammad and the Failure of Fake Imaging

Sangat menarik ketika Goenawan Mohammad mengembalikan Ahmad Bakrie Award yang diterimanya pada tahun 2004, berikut hadiahnya Rp.100 juta dan bunga sebesar Rp.54 juta, pada tanggal 22 Juni 2010 lalu. Tindakan ini diambil karena kekecewaannya terhadap sepak terjang Aburizal Bakrie di dunia bisnis dan politik. Tindakan Aburizal Bakrie dalam Kasus Lapindo dan Century Gate merupakan salah satu alasan Goenawan Mohammad mengembalikan penghargaan tersebut. Lebih jauh lagi, dia mengingatkan agar keburukan jangan ditutupi dengan kebaikan.

Saya kira peringatan ini bukan hanya bagi Aburizal Bakrie tetapi juga bagi semua pihak, termasuk pelaku bisnis, politikus, artis, LSM, pemerintah, dan masyarakat banyak. Tindakan Goenawan Mohammad ini harus dilihat lebih dalam, bahwa pencitraan semu yang dilakukan, terutama oleh para pebisnis dan politikus, tidak akan berhasil menutupi kebobokran. Memang dibutuhkan waktu yang cukup lama, enam tahun sejak diterimanya Ahmad Bakrie Award, sebelum Goenawan Mohammad mengembalikan penghargaan tersebut, namun ini berarti bahwa waktu akan membuktikan bahwa pencitraan semu tidak akan berfungsi menutupi keburukan.

Mengakui dan memperbaiki kesalahan merupakan cara yang terbaik. Tiger Woods memberikan contoh dalam hal in ketika dia terbukti melakukan perselingkuhan terhadap banyak wanita dan mengakui kecanduannya terhadap seks. Pada 11 Desember 2009 Tiger woods mundur sementara dari dunia golf profesional untuk memperbaiki kehidupannya. Dua puluh minggu setelahnya, Tiger Woods kembali mengikuti 2010 Masters Tournament pada tgl 8-11 April 2010 dan menyelesaikan turnamen tersebut di posisi ke-4 bersama K.J. Choi. Eksploitasi media terhadap Tiger Woods mereda seiring dengan pengakuan dan usahanya memperbaiki kesalahan.

Dari perspektif CSR, entitas bisnis juga selayaknya manusia, pasti memiliki kekurangan dan kesalahan. Akan tetapi prinsip-prinsip perusahaan yang bertanggungjawab sosial tidak menyarankan program sosial, donasi, dan filantrofi sebagai usaha untuk mengobati kekecewaan stakeholder atau menutupi kesalahan. Pada akhirnya kegiatan-kegiatan tersebut belum tentu menyentuh akar permasalahan.

Prinsip CSR yang benar, menganjurkan adanya transparansi terhadap kesalahan pelaku bisnis dan akuntabilitas dalam memperbaiki kesalahan tersebut. Ini dapat dilakukan bila terjadi komunikasi yang baik dan hubungan yang harmonis dengan stakeholder. Seperti halnya manusia-saya dan anda, entitas bisnis memerlukan pihak lain untuk mengingatkan kesalahan dan kekurangannya.

(SP)

Referensi

http://lipsus.kompas.com/topikpilihan/read/2010/06/22/14393087/Bakrie..Jangan.Tutupi.Borok.dengan.Award


English version

It was very interesting when Goenawan Mohammad returned his Ahmad Bakrie Award-after he received it in 2004, including the Rp.100 million money prize and its Rp.54 million interest, on last June 22, 2010. This decision was taken due to his disappointment of Aburizal Bakrie's movements in business and politics. Aburizal Bakrie's involvement in the case of Lapindo and Century Gate is one of reasons of Goenawan Mohammad to return the award. Moreover, he warned not to cover felonies with good actions.

I believed he reminded not only Aburizal Bakrie but also all of us, including businessmen, politicians, artists, NGOs, government agencies, and society at large. Insight from Goenawan Mohammad's decision is the fake imaging, which is conducted
especially by businesses and politicians, will not cover felonies. Although it takes six years after the awarding before Goenawan Mohammad finally returned it, fake imaging would not be successful in the long run.

Admitting and fixing faults are the best ways. What Tiger Woods has done is a good example when he is proven having affairs with many women and addicted to sex. On December 11, 2009, Tiger Woods step back temporarily from his professional golf endeavor in order to get his life back. Twenty weeks after, Tiger Woods played golf again in 2010 Masters Tournament on 8-11 April, 2010, and finished at the 4th place together with K.J. Choi. Media stops exploiting him as he admits the fault and tries to fix his life.

From CSR perspectives, business entity is just like human, possesses weaknesses and commits faults. Principles for socially responsible companies do not suggest social programs, donations, and philanthropy as the efforts to compensate the disappointment of stakeholders or disclose felonies. At the end, these activities would not highlight the main issues.

Appropriate CSR principles advice transparency on businesses' faults and accountability in fixing them. This can be initiated if there is a good communication and harmonic relationship with stakeholder. Just like humans-you and me, business entities need others to remind their weaknesses and faults.


Reference;

http://lipsus.kompas.com/topikpilihan/read/2010/06/22/14393087/Bakrie..Jangan.Tutupi.Borok.dengan.Award

Video Seks & Ledakan Melon - Sex Video & Melon Explosion

Video seks dan ledakan melon. Judul ini saya pilih berkaitan dengan isu "panas" di beragam media dan berita di Indonesia akhir-akhir ini. Pertama, kasus video seks Nazril Ilham atau Ariel, vokalis Peterpan, yang melibatkan dua selebriti wanita, Luna Maya dan Cut Tari. Yang kedua, kasus ledakan gas dari tabung gas 3 kg yang cacat yang digunakan secara luas, yang sering disebut tabung gas "melon" karena memang bentuknya menyerupai buah melon. Kedua isu ini telah mengakibatkan keresahan di masyarakat Indonesia secara luas dengan cara yang berbeda. Entah bagaimana, tindakan dan respon yang diambil terhadap kasus-kasus ini sangat mengherankan-paling tidak bagi akal sehat saya.

Pertama, ketika video seks belum pernah menimbulkan korban meninggal sampai dengan ditulisnya artikel ini, tabung silinder 3 kg yang cacat telah mengakibatkan ratusan rumah terbakar dan banyak orang tua dan muda meninggal. Kedua, ketika orang khawatir video seks akan merusak morak anak-anak dan remaja, resiko kematian akibat ledakan gas masih ada paling tidak bagi pengguna 44 juta tabung gas 3-kg yang berpotensi cacat, yang didistribusikan pada tahap pertama program konversi minyak tanah ke gas Pertamina pada tahun 2007. Ketiga, ketika aktor utama video seks telah ditahan sejak 22 Juni, belum ada tindakan efektif dan sangsi hukum yang diambil untuk merespon kebocoran gas kecuali memberikan kompensasi dan menyediakan asuransi kepada anggota keluarga korban, dan mengaktifkan "Satgas tabung gas 3-kg".

Saya tidak membela Arial, karena saya bukan teman dan bukan penggemar, tetapi saya heran bahwa isu moral lebih penting dari kehidupan itu sendiri di Indonesia. Bagaimana mungkin seorang ibu menghalangi anak-anaknya untuk tidak melihat video porno karena alasan moral tetapi dia masih menggunakan tabung gas yang sewaktu-waktu bisa meledak di dapurnya? Bagaimana mungkin perusahaan melindungi moral masyarakat sementara pada saat bersamaan membiarkan pembunuhan terhadap warga negara akibat resiko dan konsekuensi kebijakan konversi gas Pertamina?

Inilah realita potensi ledakan. Tulus Abadi, dari Badan Sertifikasi Nasional (BSN) menyatakan "hampir 66% dari 44 juta tabung gas 3-kg, 50 persen kompor gas, 20 persen pemantik, dan 100 persen selang dari paket pertama cacat. Ini buruk sekali". Dia juga mengatakan bahwa pemerintah tidak membuat riset mendalam sebelum melakukan program konversi minyak tanah ke gas. Dia juga heran kenapa polisi belum menginvestigasi hampir 88 persen kasus ledakan gas yang dilaporkan. "Polisi harus membuktikan jika ledakan tersebut akibat kesalahan konsumen, produsen tabung gas, atau Pertamina. Kasus-kasus tersebut harus dibawa ke pengadilan. Pemerintah selama ini menghindari tanggungjawabnya. Harus ada program darurat untuk menangani 44 juta tabung gas yang sewaktu-waktu bisa meledak, katanya.

Sebenarnya, hak konsumen di Indonesia dilindungi oleh hukum. Namun, saya yakin kebanyakan masyarakan Indonesia belum menyadarinya. Ketua Badan Penyelesaian Sengketa Konsumen kota Bandung, Rudy Sundaya, mengatakan bahwa kebocoran gas menunjukkan bahwa konsumen masih berada di posisi yang lemah. "Keselamatan diatur dalam Undang-undang no.8 tahun 1999 mengenai Perlindungan Konsumen. Produsen dapat dituntut oleh perorangan" kata Rudy. Mereka harus merasa aman dalam menggunakan produk dan konsumen dapat mengajukan kasus dengan didukung bukti, tambahnya.

Mari kita tinggal sejenak Ariel dengan moral isu dan melihat kasus kebocoran gas dari perspektif tanggung jawab sosial perusahaan;


1. Jelas bahwa Pertamina harus bertanggungjawab terhadap dampak dari program konversi minyak tanah ke gas. Adanya kasus dan korban menunjukkan kegagalan untuk melihat resiko program secara menyeluruh, tidak hanya yang aspek terlihat tetapi aspek kondisi penggunaan yang tidak terlihat. Termasuk juga kondisi sosial dan kemampuan rata-rata masyarakat dalam menggunakan dan merawat kompor gas dan tabung gas.


2. Kedua, tindakan responsif dan preventif harus diambil oleh Pertamina. Ini berarti harus ada mekanisme untuk mengakses kualitas kompor gas, tabung gas, dan segala perlengkapannya, dari proses perakitan sampai dengan distribusi ke konsumen akhir. Mekanisme penelusuran juga harus diimplementasikan. Saya yakin Pertamina akan mudah mengidentifikasi produsen tabung gas yang meledak jika mekanisme penelusuran diterapkan dengan baik. Investigasi terhadap potensi barang cacat yang rusak harus dilakukan meski belum ada laporan resmi dari masyarakat umum. Program asuransi akan menolong keluarga korban, tetapi bukankah kehidupan tak ternilai harganya?


3. Pertamina harus mengedukasi konsumen dan distributor mengenai tabung gas yang cacat. Mereka harus diberikan informasi yang jelas mengenai penyimpanan, pengiriman, penggunaan, perawatan, dan identifikasi resiko kompor gas dan tabung gas.


4. Pertamina harus melakukan "recall" untuk tabung gas 3 kg yang cacat, terutama terhadap tabung gas yang didistribusikan pada tahap pertama program konversi. Saya teringat akan program "recall" besar-besaran yang dilakukan oleh Toyota dan Honda terhadap kendaraan mereka yang cacat tahun ini. Saya yakin bahwa perusahaan-perusahaan ini menghabiskan banyak dana dan mengorbankan keuntungan untuk melakukan program "recall", tetapi itulah cara mereka menghargai kehidupan. Bagaimana dengan Pertamina?

(SP)

Referensi;

http://english.kompas.com/read/2010/06/23/0513295/Nearly.66.Percent.of.3-Kg.Gas.Cylinders.in.Indonesia.Defective-5

http://nasional.kompas.com/read/2010/06/24/19374337/Para.Korban.Tabung.Elpiji.Bisa.Menggugat

http://tempointeraktif.com/hg/layanan_publik/2010/06/15/brk,20100615-255576,id.html

http://bataviase.co.id/node/186931

http://www.republika.co.id/berita/breaking-news/metropolitan/10/06/15/120065-pertamina-beri-penjelasan-soal-ledakan-tabung-gas



English version:

Sex video and melon explosion. I choose this title regarding the latest two 'hot' issues in any Indonesian news and media. First is the sex video case of Nazril Ilham a.k.a Ariel, the vocalist of Peterpan, which involves two female celebrities, Luna Maya and Cut Tari. Secondly, the gas explosion cases from the widely use of 3-kg defective gas cylinders, which are familiarly called the "melon" gas cylinders due to their melon-like shape. These two issues have been resulting fidgety in Indonesian people at large in different ways. Somehow, the response and actions taken to address these cases are astonishing-at least according to my common sense.


First, while the sex video has never been causing fatalities until this article is written, the 3-kg defective gas cylinders recorded hundreds of houses burnt and many innocent young and old people died. Second, while people are afraid that the sex video may destruct moral of children and teenagers, the death risk of gas explosion still exists at least to the users of the 44 million of potentially defective 3-kg gas cylinders, which were distributed during the first phase kerosene-to-gas conversion program of Pertamina (government-owned gas and oil company) in 2007. Third, while the main actor of sex video has been arrested since June 22, neither effective actions and legal sanctions are taken to response the gas leak except the giving compensation and providing insurance to the family members of victims, and initiating "the working group on 3-kg gas cylinders".

I would not defend Ariel, since I am not a friend neither a big fan of him, but I am surprised that morality issue is more important than the life itself in Indonesia. How can a mother protect her children from seeing a sex video because of morality reason while at the same time she is still using potentially exploded gas cylinders in her kitchen? How can the government be said protecting moral of society while at the same time let the killing of citizens caused by the risks and consequences of a gas conversion policy of Pertamina ?

Here is the truth about our potential explosion. Tulus Abadi from the the National Certification Board (BSN) said that "Nearly 66 percent of 44 million 3-kg gas cylinders, 50 percent of gas stoves, 20 percent of nozzles and even 100 percent of hoses of the first package are defective. That’s terrible." He also stated that the government did not conduct an in-depth research before implementing the kerosene-to-gas conversion program. He also wondered why the police had not investigated nearly 88 percent of reported cases of gas cylinder explosions. "Police must probe them to see if the explosions were the fault of consumers, gas cylinder makers or state oil and gas company Pertamina. The cases must be brought to justice. The government has so far shunned responsibility. There must be emergency program to avoid 44 million potential cases of gas cylinder explosions," he said.

Actually, consumer rights are protected by the Indonesian law. Nevertheless, I believe most of Indonesians have not yet recognized the law. The Head of Consumer Dispute Resolution Body (Ketua Badan Penyelesaian Sengketa Konsumen-BPSK) of Bandung City, Rudy Sundaya, said the gas leak incidents showed that the consumers' were still powerless (at risks) . "Safety is regulated in the Law No.8 year 1999 about Consumer Protection. Producers can be sued by individuals" Rudy said. They should be felling safe in using products and consumer could file a case supported by evidence, he added.

Let us leave Ariel with his moral issue behind for a while and take a look the gas leak cases from a perspective of socially responsible company;

1. It is clear that Pertamina should be responsible for the impacts of kerosene-to-gas conversion program. The incidents and victims are the results of failures to see the risks of a program holistically, not just for the seen but also the unforeseen condition of use. This includes social condition and common ability of people to use and maintain the gas stoves and gas cylinders.

2. Second, both responsive and preventive actions should be taken by Pertamina. It means that there should be a mechanism to assess the quality of gas stoves, gas cylinders and other gas features, from the assembling process until the distribution to end consumers. A tracing mechanism should also be implemented. I believe Pertamina can easily find the producers of exploded gas cylinders if the tracing mechanism is well implemented. Investigation on potential defective products should be initiated even without the reports of incidents from public. The insurance program may help the family members of victims but, life is priceless, isn't it?

3. Pertamina should educate both consumers and distributors about defective gas cylinders. They should be given clear information about the storage, delivery, use, maintenance, and risk identification of gas stoves and gas cylinders.

4. Pertamina may initiate a recall program for the defective 3-kg gas cylinders, especially for the goods which were distributed in the first phase of conversion program. I remember the massive product recall programs of Toyota and Honda for their defective vehicles this year. I believe these companies spent a lot of funds and sacrificing profits for the product recall programs but that was the way they valued life. How about Pertamina?

Reference;

http://english.kompas.com/read/2010/06/23/0513295/Nearly.66.Percent.of.3-Kg.Gas.Cylinders.in.Indonesia.Defective-5

http://nasional.kompas.com/read/2010/06/24/19374337/Para.Korban.Tabung.Elpiji.Bisa.Menggugat

http://tempointeraktif.com/hg/layanan_publik/2010/06/15/brk,20100615-255576,id.html

http://bataviase.co.id/node/186931

http://www.republika.co.id/berita/breaking-news/metropolitan/10/06/15/120065-pertamina-beri-penjelasan-soal-ledakan-tabung-gas

http://www.republika.co.id/berita/breaking-news/ekonomi/10/06/10/119335-pertamina-aktifkan-satgas-lpg-tiga-kilogram

Hak Cipta dan Pandangan Holistik CSR - Copy Right and Holistic View of CSR

Pelanggaran Hak Cipta merupakan permasalahan yang berkepanjangan di Indonesia. Meskipun Undang-undang Hak Cipta telah ada sejak tahun 2002 di Indonesia, tetapi permasalahan ini tidak kunjung selesai. Hukuman pidana pelanggaran hak cipta yang cukup besar-bisa mencapai milyaran rupiah, tidak membuat persoalan selesai. Saya menemukan artikel menarik pada hari Selasa, 15 Juni lalu, mengenai tudingan Kanwil Hukum dan HAM Kaltim terhadap mall dan plaza yang memberikan kesempatan atau memfasilitasi pedagang untuk menjual produk bajakan atau produk yang melanggar hak cipta orang lain.

Menanggapi hal ini, General Manager (GM) Rapak Plaza, Suherman, menyatakan bahwa pengelola mall dan plaza membutuhkan peran pemerintah atau pihak yang berkompeten untuk menilai pelanggaran hak cipta karena mall tidak memiliki tenaga dan keahlian untuk menyelidiki hal tersebut. Vice President (VP) General Affair dan Legal PT Pandega Citraniaga selaku pengelola the Plaza Balikpapan, Giat Wahyoewarti, mengatakan bahwa pengelola mall telah memberikan himbauan kepada penyewa untuk tidak memperdagangkan barang yang melanggar hukum. Tambahnya, pihak yang terkaitlah yang berhak menilai suatu pelanggaran, bukan pengelola. Pihak pengelola mall bersedia bekerjasama asal dengan mekanisme yang mendidik, misalnya melakukan himbauan dan pembinaan.

Sangat jelas bahwa tidak ada titik temu antara pemerintah dan pebisnis, dalam hal ini pengelola mall dan plaza, untuk menangani pelanggaran hak cipta. Saya ingin melihat permasalahan ini dalam dua pandangan tanggung jawab sosial perusahaan (CSR). Pertama, jika CSR dikaitkan dengan aspek tanggung jawab terhadap hukum, maka mall dan plaza bertanggung jawab untuk memastikan tidak ada pelanggaran hak cipta di wilayahnya. Seharusnya pengelola mall dan plaza dengan tegas dan berani memasukkan klausul pelanggaran hak cipta-bukan hanya himbauan, sehingga pengelola mall dan plaza bisa sewaktu-waktu memutuskan kontrak jika penyewa terbukti menjual produk bajakan. Sebagai salah satu perwujudan CSR, pengelola mall dan plaza juga dapat menyewa pihak lain atau meminta kepolisian mengevaluasi situasi mall dan plaza, serta menindak tegas penyewa yang melanggar klausul tersebut.

Sudut pandang kedua, jika CSR dikaitkan dalam konteks lokal, maka pemerintah dan pebisnis harus melihat pelanggaran hak cipta dalam konteks ekonomi lokal dan budaya lokal-di antara aspek-aspek lainnya, yang mungkin berperan dalam pelanggaran hak cipta. Jika penjualan produk bajakan adalah hal yang biasa, maka pengelola mall dan plaza tidak mungkin menghalangi penyewa menjual barang bajakan. Ketika masyarakat hanya mampu membeli barang bajakan, maka produk asli tidak akan laku dijual. Himbauan-himbauan anti produk bajakan dan razia produk bajakan memang bisa dilakukan, namun hal ini belumlah cukup.

CSR tidak mengkontradiksikan antara aspek legal dan konteks lokal, tetapi justru memadukan hal tersebut melalui "Stakeholder Engagement". Dalam hal ini, seharusnya pemerintah dan pengelola mall dan plaza tidak berjalan sendiri-sendiri, tetapi juga melibatkan pedagang atau penyewa toko dan konsumen, serta memandang pelanggaran hak cipta secara holistik (menyeluruh). Masalah hak cipta dapat diatasi ketika ada usaha strategis yang serempak dalam berbagai aspek terkait.

Penegakan hukum oleh pihak berwenang, perubahan budaya konsumen agar tidak terbiasa membeli produk bajakan, dan peningkatan ekonomi masyarakat agar sanggup membeli produk-produk asli adalah hal-hal yang dapat dilakukan. Kemampuan produsen lokal juga dapat ditingkatkan agar dapat menyediakan produk lokal yang berkualitas namun terjangkau sebagai substitusi produk luar negeri bajakan. Pemerintah dapat juga melakukan pembinaan dan pengembangan usaha terhadap pengedar barang bajakan, terutama pedagang kecil yang kekurangan alternatif usaha untuk mencari nafkah, agar mengalihkan bisnis mereka ke jenis usaha lain yang lebih baik. Pengelola mall dan plaza dapat mengambil peran dengan secara tegas memutuskan kontrak penyewa yang menjual produk bajakan.

Semua tindakan tersebut di atas selayaknya dilakukan secara serentak dan bertahap. Hal ini memang sulit, namun bukannya tidak mungkin dilakukan dan tergantung kepada kemauan para pihak, tidak hanya pemerintah dan pebisnis.

(SP)

Referensi:
Mall Dituding Melanggar Hak Cipta
http://www.metrobalikpapan.co.id/index.php?mib=berita.detail&id=37328



English Version

Copy rights violations have been becoming a never ending issue in Indonesia. Even though the Indonesian Law on Copy Rights has been published since 2002, but the problems still exist. The large fines for copy rights violations - up to billions of Rupiah, does not diminish the complication. I found an interesting article on Tuesday, last June 15, about the accusation of the Local Government Head to Laws and Human Rights of West Borneo, that the shopping mall operators gave opportunities or facilitated businesses to sell fake or pirated products.

The General Manager (GM) Rapak Plaza, Suherman, encountered this and stated that shopping mall operators needed the involvement of government or those who were competent to assess copy rights violations because the operators did not have human resources and skills to investigate such violations. General Affairs and Legal Vice President (VP) of PT Pandega Citraniaga as the operator of Balikpapan Plaza, Giat Wahyoewarti, stated that shopping mall operators urged the tenants not to trade illegal goods. In addition, the VP said that it was the legal authorities, not the operators, that should assess the violations. Shopping mall operators would like to cooperate with them through an educating mechanism, such as campaign and stewardship.

It is clear that the government and businesses does not meet a consensus for addressing copy rights violations. I would like to see this issue from two perspectives of Corporate Social Responsibility (CSR). First, if CSR is about fulfilling legal aspects then shopping mall operators are responsible to ensure that their business areas are clean from legal violations. Shopping mall operators should firmly include clauses about copy rights violations - not just urging the tenants, thus, the operators can terminate the tenants' contracts if they are proven selling pirated products. As one of CSR inisitatives, the operators can hire third parties or request the police to assess their shopping malls and take firm actions on the violators.

The second view, if CSR is about considering local context, then government and businesses should see copy rights violations from local economy and culture contexts - among other related aspects, which can be significantly motivate copy rights violations. If selling pirated goods is ordinary, then shopping mall operators are not able to prevent the tenants selling fake products. When people can only buy pirated goods, then original products are not salable. Anti pirated campaign and raid by the police can be performed but these are not enough.

CSR does not contradict legal aspect and local context, instead, combining these two views through a mechanism called "Stakeholder Engagement". In this case, government and shopping mall operators should not take their own initiatives but they should involve the traders or tenants and consumers, and see copy rights violations holistically. Copy rights issue can be solved if there are simultaneous strategic actions addressing its related aspects.

Law enforcement by legal authority, consumers' culture change towards original products purchase, and economic development at large to increase purchasing power of people buying original products are the feasible actions. Local businesses should also be empowered, thus, they can provide high quality but affordable local products to substitute fake imported goods. Government can also carry out stewardship and entrepreneurship development for pirated goods retailers, especially those who do not have alternatives to earn money, in shifting their operations to other finer businesses. Shopping mall operators can take a role to firmly terminate contracts of the tenants who sell pirated goods.

All initiatives above should be conducted simultaneously and gradually. This is difficult but feasible and it depends on the political will of all stakeholders - not just government and business.

(SP)

Reference:
Mall Dituding Melanggar Hak Cipta
http://www.metrobalikpapan.co.id/index.php?mib=berita.detail&id=37328


Friday, June 18, 2010

Media Social dari Perspektif Etika Marketing - Social Media from the Ethical Marketing Perspectives

Sangat menarik ketika saya menemukan artikel Dr.Rhonda Savage dari internet mengenai pemasaran yang bertanggung jawab sosial melalui media sosial, khususnya media yang sangat terkenal yaitu "Facebook". Dia menekankan bahwa perusahaan saat ini harus berhati-hati terhadap penggunaan Facebook untuk memasarkan produk dan jasa dan harus mengetahui batasan penggunaan Facebook sebagai alat pemasaran dalam konteks profesional atau pribadi.

Melalui Facebook, sebuah perusahaan dapat memelihara hubungan yang dekat dengan pelanggan dalam tingkatan antar pribadi. Pelanggan juga akan merasa bahwa perusahaan mengerti keinginan mereka dalam konteks personal. Dengan menggunakan fasilitas "Business Pages" pada Facebook, sebuah perusahaan dapat meningkatkan status website yang dimilikinya melalui SEO (Search Engine Optimization) sehingga pembeli potensial dapat dengan mudah menemukan perusahaan tersebut.

Di sisi lain, Facebook dapat memberi dampak buruk. Sebuah studi pada perusahaan mengungkapkan bahwa 8% pegawai mereka dipecat karena mereka menghabiskan waktu terlalu banyak untuk media sosial, seperti Facebook atau LinkedIn. Karyawan juga dipecat karena mereka menyebarluaskan informasi yang sensisitf dan tidak profesional mengenai atasan dan perusahaan tempat mereka bekerja. Meskipun Facebook menyediakan fungsi "Privacy Setting" tetapi tidak mengurangi resiko yang timbul dari adanya akses karyawan tersebut terhadap media sosial.

Dr.Rhonda Savage menyatakan bahwa perusahaan harus memiliki panduan yang spesifik mengenai penggunaan media sosial. Menurutnya, majikan harus melakukan pengawasan terhadap media sosial dan karyawan harus menggunakan akal sehat dalam membagi informasi tentang majikannya melalui media sosial. Majikan perlu membangun vis, misi, dan kebijakan etika dalam penggunaan media sosial.

Berikut ini adalah panduan dasar yang diusulkan Dr.Rhonda Savage mengenai penggunaan media sosial (berlaku untuk pemilik dan karyawan):

1. Jangan pernah menyampaikan hal yang secara langsung atau tdak langsung menghina konsumen, pelanggan atau bisnis itu sendiri.

2. Ketika menyampaikan sesuatu pada website pribadi atau media sosial, bersikaplah baik dan sopan. Buatlah panduan verbal mengenai "apa yang boleh dan tidak boleh diucapkan" di media sosial.

3. Naikkan kualitas Facebook milik kantor dengan memulai diskusi yang positif mengenai karyawan dan produk/jasa. Misalnya dengan menyampaikan pendapat/pengakuan pelanggan yang telah lalu ke media sosial.

4. Dengan ijin konsumen, libatkan mereka dalam usaha anda. hal ini dapat dimulai dengan cara berhubungan baik dengan konsumen dan menyampaikan informasi mengenai bisnis mereka ke media sosial. Jika anda memiliki halaman (web) pribadi dan bisnis, pertimbangkan bahwa kebijakan perusahaan anda membolehkan konsumen menjadi teman pribadi. Seorang pebisnis bisa kehilangan banyak konsumen ketika konsumen ditolak untuk menjadi teman pribadi.

5. Cantumkan dalam buku peraturan perusahaan mengenai Facebook dan media sosial sehingga setiap karyawan mengetahui apa yang boleh dan tidak boleh.

6. Tunjuk satu atau lebih karyawan yang khusus untuk menyampaikan pesan dan memperbarui website. Alokasikan 1-2 jam/minggu waktu khusus untuk pemasaran melalui website karena bisnis memerlukan penyebaran informasi baru dan menjaga hubungan dengan pelanggan.

Saya memahami bahwa penjelasan tersebut di atas dengan jelas merujuk kepada "penggunaan yang etis" media sosial dalam sebuah perusahaan. Akan tetapi, saya meragukan kriteria etika yang digunakan Dr.Rhonda Savage dalam panduan di atas. Pertama, standar etika apa yang digunakan majikan ketika karyawan menyampaikan informasi mengenai pelanggaran hukum atau kejahatan perusahaan? Kedua, bagaimana majikan harus melakukan tindakan terhadap karyawan yang mengungkapkan pelanggaran hukum atau kejahatan perusahaan, khususnya ketika pelanggaran atau kejahatan tersebut memberi dampak negatif yang signifikan kepada konsumen?

Saya ingin melihat penggunaan media sosial dari perspektif perusahaan yang bertanggungjawab sosial berdasarkan (Final Draft International Standard) FDIS ISO 26000. Ada dua prinsip Tanggung Jawab Sosial yang harus diperhatikan, yaitu (1) menghargai kepentingan para stakeholder (pemangku kepentingan), dan (2) menghargai hukum. Kedua prinsip ini dapat digunakan sebagai panduan etika untuk menyikapi karyawan yang mengungkapkan informasi-informasi sensitif perusahaan - biasa disebut "whistle blowers", melalui media sosial.

Perusahaan-perusahaan yang bertanggungjawab sosial sebaiknya menyediakan mekanisme pengaduan internal sebagai metode untuk menampung pengaduan karyawan dan mencegah mereka untuk membuka hal-hal yang bersifat kecaman ke pihak luar, termasuk melalui media sosial. Majikan sebaiknya menunjukkan komitmen mereka untuk bertanggungjawab sosial dengan tidak memperlakukan whistle blower secara kasar/keras. Sebaliknya, majikan sebaiknya secara positif merespons situasi dan melihat hal ini sebagai kesempatan untuk melakukan perbaikan, khususnya jika isu yang diangkat berhubungan dengan kepentingan stakeholder (misalnya; kesehatan dan keselamatan produk dan jasa) dan tata kelola perusahaan (misalnya; pelanggaran hukum). Perusahaan sebaiknya melakukan tindakan yang cepat terhadap kasus-kasus ini.

Saya memahami bahwa perusahaan-perusahaan akan mengalami penurunan reputasi dan penjualan. Dalam situasi ini, perusahaan dapat melakukan program komunikasi yang menjelaskan bahwa tindakan-tindakan yang telah diambil perusahaan adalah bagian dari komitmen perusahaan dalam hal tanggung jawab sosial kepada konsumen. Saya percaya bahwa ini adalah jalan yang terbaik bagi perusahaan-perusahaan daripada membiarkan masalah berkembang secara diam-diam dan menjadi bom waktu bagi keberlanjutan bisnis di masa datang.

(SP)

Catatan:
Dr.Rhonda Savage adalah pembicara internasional dan CEO konsultan dan manajemen terkenal. Dr.Savage adalah motivator mengenai kepemimpinan, masalah perempuan, dan komunikasi.

Reference;
http://www.techjournalsouth.com/2010/06/the-good-the-bad-and-the-ugly-of-workplace-social-media-use/



English version

It was very interesting when I found an article of Dr. Rhonda Savage from the internet about socially responsible marketing in social media, particularly the famous one called "Facebook". She emphasized that nowadays a company should be cautious in using Facebook for promoting products and aware about the line between personal and professional use of Facebook as a marketing tool.

Through Facebook, a company can maintain a close relationship with customers at personal level. Customers will feel connected to the company and assume that the company understand what they want. By using business pages on Facebook, a company can boost up its website status through Search Engine Optimization, thus, potential clients will easily knowing the company.

On the other hand, Facebook can also bring unfavorable impacts. A study of companies disclosed that 8% of their employees were discharged because they spent too much time on social media, such as Facebook or LinkedIn. Employees were also fired because they disseminated sensitive and unprofessional information about the companies and their bosses. Even though privacy setting can be used in Facebook, a company is facing risks from the employees' accessibility to social media.

Dr. Rhonda Savage wrote that a business should have specific guidelines addressing the use of social media. She noted that employers should monitor social media and employees should use common sense in sharing information about the employers to social media. Employers also need to develop vision, mission, and ethical policies regarding the use of social media.

Following are some basic guidelines proposed by Dr. Rhonda Savage for using social media (these apply to owners and employees);

  1. Never post anything that directly or indirectly insults customers, clients or the business itself.
  2. When posting on personal and social media sites, be nice and keep it clean. Develop verbal clue cards on “what to say and not to say” on social media.
  3. Consider leveraging the office’s Facebook profile to start positive conversations about employees and the products/services. Regularly posting testimonials from current or past clients may help.
  4. With customers’ permission, involve them in your efforts. You can do this by connecting with customers and posting information about their business.
    If you have a personal page and a business page, consider your policy regarding clients who want to become personal friend. One business owner may lost customers who requested to be personal friends but being rejected.
  5. Create a page in the office policy manual regarding Facebook and social media posting so each employee understands what to do and what not to do.
  6. Appoint one or more specific employees to be responsible for posting on and updating sites. Allocate 1-2 hours/week for this responsibility dedicated to marketing on the web because business needs to update the sites frequently to deliver fresh information and maintain connection with clients.

I believe that the aforementioned guidelines clearly highlight the "ethical use" of social media in a company. However, I would like to question the ethical criterion used by Dr.Rhonda Savage in the guidelines above. First, what is the ethical standard for the employers if the employees post information about legal violations of the companies or corporate frauds? Second, how should the employers respond to the employees who disclose legal violations or corporate frauds, especially when the violations or frauds can bring negative impacts significantly to customers?

I would like to see the use of social media from the perspectives of a socially responsible companies according to the (Final Draft International Standard) FDIS ISO 26000. There are two principles of Social Responsibility (SR) that we have to consider, which are (1) respect to stakeholder interest, and (2) respect for the rule of law. These two principles can be used as the ethical guidelines for addressing the employees that disclose companies' sensitive information - usually known as "whistle blowers", through social media.

Socially responsible companies should provide internal grievance mechanisms as the tools to capture employees' grievances and prevent them disclosing criticisms to external parties, including through social media. The employers should show their commitment to Social Responsibility by not responding harshly to the whistle blowers. Instead, the employers should positively respond the situation and see this as the opportunities to fix the situations, especially when the issues are related to the stakeholders interests (i.e. health and safety products and services) and good corporate governance (i.e. violations of laws). Immediate actions to address the cases should be carried out by the companies.

I acknowledge that the companies may experience reputation degradation and decreasing income. In this situation, companies can initiate corporate communication programs that explain the actions taken to solve the issues as part of the companies' commitments to Social Responsibility to the customers. I believe this is the best way for the companies rather than keeping the issues under ground and becoming the time bomb for the sustainability of business in the future.

(SP)

Note;
Dr. Rhonda Savage is an internationally acclaimed speaker and CEO for a well-known practice management and consulting business. Dr. Savage is a noted motivational speaker on leadership, women’s issues and communication.

Reference;
http://www.techjournalsouth.com/2010/06/the-good-the-bad-and-the-ugly-of-workplace-social-media-use/

Wednesday, June 16, 2010

ISO 26000 is coming!

ISO 26000 is coming!

Pada tanggal 17-21 Mei 2010, ISO Working Group on Social Responsibility (ISO/WG SR) telah menyetujui untuk mengesahkan Draft International Standard (DIS) ISO 26000 menjadi Final Draft International Standards (FDIS) ISO 26000. Ini merupakan babak akhir sebelum terbitnya ISO 26000 menjadi standar internasional pada akhir tahun 2010. Mencermati perubahan dari DIS menjadi FDIS, ISO 26000 tidak mengalami perubahan yang significant pada hal-hal yang esensial. Prinsip-prinsip dan inti permasalahan (core issue) dari Tanggung Jawab Sosial tidak ada yang berubah secara signifikan dalam FDIS, bahkan serupa dengan yang ada di Committee Draft (CD) .

Yang saya ingin kemukakan di sini adalah tentang mensikapi ISO 26000 berdasarkan hasil penelitian yang saya lakukan terhadap sebuah SME di Indonesia. Dalam penelitian tersebut saya mencoba untuk mengintegrasikan Committee Draft ISO 26000 ke dalam strategi bisnis perusahaan. Proses integrasi ini juga mencakup analisa organisasi, visi, misi, kode etik, kebijakan, struktur organisasi, merancang skema CSR yang tepat, jadwal, dan anggaran. SME dipilih karena saya tertantang untuk menguji ISO 26000 yang dikatakan sesuai untuk berbagai bentuk organisasi. Selain itu, saya ingin memberi warna baru pada pemahaman CSR di Indonesia yang kebanyakan dilakukan oleh perusahaan-perusahaan dengan kekuatan uang yang lebih. Tentu saja yang saya pilih SME yang tidak terlalu kecil agar penelitian tersebut dapat mencakup semua aspek Tanggung Jawab Sosial.

Pertama, sangat jelas ISO 26000 bukan sistem sertifikasi manajemen untuk program CSR tetapi benar-benar panduan mengenai perilaku perusahaan yang bertanggungjawab sosial. Kedua, banyak faktor internal dan eksternal yang bisa membatasi organisasi untuk mengikuti panduan ISO 26000 sehingga menjalankan ISO 26000 merupakan pengalaman seumur hidup sebuah organisasi. Ketiga, memahami ISO 26000 tidaklah seperti membaca panduan aktivitas tetapi memerlukan pemahaman dasar mengenai Tanggung Jawab Sosial sebagai sebuah konsep bisnis berkelanjutan dan pembangunan berkelanjutan, bukan dari aspek sosial dan normatif. Keempat, memadukan ISO 26000 ke dalam suatu organisasi memerlukan pengetahuan dan kreativitas untuk menterjemahkan bahasa ISO 26000 yang komprehensif kepada bentuk implementasi yang relevan dengan organisasi tersebut. Dalam hal ini, kadangkala implementasi CSR yang tepat dalam suatu organisasi justru adalah dalam bentuk tindakan-tindakan yang sederhana.

Kehadiran ISO 26000 bisa memberikan babak baru dalam dunia CSR Indonesia jika terdapat ruang pembelajaran yang cukup mengenai pemahaman CSR dalam aspek bisnis berkelanjutan dan pembangunan berkelanjutan. Asosiasi industri dapat menggunakan ISO 26000 untuk menciptakan panduan CSR dalam konteks industri masing-masing. Pemerintah dan DPR juga dapat menggunakan ISO 26000 sebagai bahan referensi membuat undang-undang/peraturan yang berkaitan dengan isu-isu Tanggung Jawab Sosial karena ISO 26000 berkaitan erat dengan konsensus lembaga-lembaga international, seperti ILO dan PBB. Organisasi, baik bisnis maupun lembaga non-profit, dapat menggunakan ISO 26000 sebagai panduan untuk mengembangkan kompetensi melalui CSR, tidak semata-mata untuk pencitraan dan motivasi etika-sosial.

Saya melihat ada tiga tantangan terbesar dalam menyambut ISO 26000. Tantangan pertama datang dari pihak-pihak yang menginginkan "status quo" karena merasa nyaman dengan pemahaman CSR di Indonesia saat ini. Misalnya, pihak-pihak yang menjadikan perolehan dana sosial atau pencitraan sebagai tujuan utama CSR baik melalui regulasi pemerintah maupun program-program CSR. Tantangan kedua adalah justru dari pihak-pihak yang mendewakan ISO 26000 sehingga menjadikan ISO 26000 sebagai syarat kompetensi. Tantangan terakhir adalah kemampuan para konsultan CSR untuk menyatukan pemahaman bisnis berkelanjutan dan pembangunan berkelanjutan sebagai tujuan akhir CSR, membangun kekuatan jaringan untuk mengusung isu-isu CSR, dan memahami karakteristik konsultasi CSR yang dinamis.

Welcome ISO 26000!

Referensi: http://www.iso.org/iso/pressrelease.htm?refid=Ref1321

(SP)


English version

ISO 26000 is coming!

On May 17-21, 2010, the ISO Working Group on Social Responsibility (ISO/WG SR) leveled the status of the Draft International Standard (DIS) ISO 26000 to the Final Draft International Standard (FDIS) ISO 26000. This is the latest phase prior to the release of the ISO 26000 by the end of 2010. Reviewing the shift from DIS to FDIS, the ISO 26000 did not significantly change on its essential aspects. Social Responsibility principles and issues are similar in both DIS and FDIS, even with those of the Committee Draft (CD).

What I would like to state here is about underlining the ISO 26000 based on the research that I did in an SME in Indonesia. In the research, I tried to integrate the Committee Draft ISO 26000 in the business strategy of the SME. The integration process covered organization analysis, vision, mission, Code of Conduct, policies, organization structure, designing suitable CSR initiatives, scheduling, and budgeting. An SME was chosen because I would like to challenge the ISO 26000 that it was said applicable in any type of organization. In addition, I would like to add new color to the CSR understanding in Indonesia that the CSR implementations are mostly performed by the companies with excess power of money. Yet, I chose a "not too small" SME because I wanted all CSR issues could be covered in the study.

First, it is clear that ISO 26000 is not a certification for management system for CSR programs but it is truly guidelines for companies to perform socially responsible behavior. Second, a lot of internal and external factors can limit the organizations to follow the ISO 26000 guidelines, thus, implementing ISO 26000 is a "life time experience" of the organizations. Third, understanding ISO 26000 can not be attained by reading it like a set of activity guidelines, but it needs basic knowledge about CSR as a business concept for sustainability and sustainable development - not from social and normative views. Fourth, integrating ISO 26000 in an organization needs knowledge and ability to translate the comprehensive statements of ISO 26000 into relevant practices in the organization. In relation to this, sometimes the CSR implementations in an organization are no more than a set of simple actions.

The presence of ISO 26000 may initiate new era of the Indonesian's CSR if there is an adequate space for learning about CSR from the perspectives of sustainable business and sustainable development. Industry associations can use the ISO 26000 as a reference to create social responsibility guidelines within the industry context. The government and house of representative can use ISO 26000 as a reference in the developing laws and regulations on CSR issues because ISO 26000 is connected with the consensuses of international organizations, such as the UN and ILO conventions. Any type of organization-business entities and NGO, can use the ISO 26000 as a guidance to develop competencies through CSR, not merely used for imaging or social-ethical motivation.

I recognizes three challenges in welcoming the ISO 26000. The first challenge comes from those who want "status quo" because they feel comfortable with the current state of CSR understanding in Indonesia. For instance, people who generate social funds or make branding as the primary purpose of CSR through government regulations or CSR programs. The second challenge can come from those who excessively adore the ISO 26000 and make the ISO 26000 as a requirement for competency. The third challenge is the capability of CSR consultants to consolidate understanding on sustainable business and sustainable development as the very end purpose of CSR, develop and empower the networking to carry on CSR issues, and to understand the dynamics of CSR consulting.

Welcome ISO 26000!