Corporate Governance – exercising a “duty of awareness” in the age of social media


Do we need a new theory of Corporate Governance? Is it time to look at a new model that reflects the current environment in which businesses operate, an era characterised by:

  • social media,
  • corporate and social responsibility,
  • shareholder and consumer activism,
  • increased market connectivity, and
  • rapid generational change?

Has the law fallen behind in being able to regulate and oversee contemporary corporate behaviour – where compliance with and adherence to the letter of the law may no longer be enough to meet community standards or satisfy shareholder expectations?

The question arose during a roundtable discussion I attended recently, comprising non-executive directors, entrepreneurs, corporate advisers and governance experts. Some of the issues we kicked around included:

  • the efficacy of running more frequent board interaction via the use of technology (as opposed to the standard face-to-face monthly board meeting);
  • the ethics of minimising cross-border taxation by multinational companies (even though it may be legal under international tax law);
  • the imperative to develop more inclusive and diversified boards (including networking into broader stakeholder groups);
  • the perils of ill-considered public comments made by CEOs (and the resulting social media backlash); and
  • the risk of harking back to some “golden age” of corporate behaviour (assuming such an era actually existed)

Our current perspectives on Corporate Governance largely derive from the late 1980s and early 1990s when a series of authoritative studies and reports led to new Codes of Practice and updated corporations laws – I’m referring to the work done by and in the name of Tricker, Carver, Monks, Cadbury, Greenbury, Hilmer and Hempel. And while in recent years we have seen increased scrutiny on CSR, directors’ remuneration and financial oversight by boards (plus Sarbanes-Oxley, Dodd-Frank and IFRS), the reality is that most of the earlier Corporate Governance reforms were introduced just as the internet went public and just as financial markets were being deregulated. So it could be argued that the reforms were ill-equipped for, or could not have anticipated, the changes to come – witness for example, the SEC’s recent approval of social media as an appropriate platform for corporate disclosure.

In Australia, Corporate Governance is described simply as “good decisions being made by the right person”, and the obligations of company directors are summarised as follows:

  • your primary duty is to the shareholders;
  • you must act with appropriate due care and diligence;
  • you must not allow the company to trade while insolvent;
  • you must exercise your powers in good faith and in the best interests of the company;
  • you must not improperly use your position of (or information obtained as) a director to benefit yourself or another person, or to cause detriment to the company.

On one level, the test of whether an organization has exercised good judgement in making a decision is, “would you be embarrassed if this was reported on the front page of tomorrow’s newspaper?” At another, Corporate Governance is reduced to a compliance checklist of risk mitigation measures.

The Australian courts (in the OneTel and Centro cases) have expanded and reinforced the duty of care (particularly in relation to the business judgement rule) to place greater accountability on individual directors to consider what a reasonable person would do in exercising their duty of care and diligence:

  • To understand the fundamentals of the business
  • To keep themselves informed of the company’s activities
  • To monitor the company’s activities (e.g., through active questioning)

The question we should be addressing is: “Does imposing a broad duty of care and specific fiduciary obligations ensure an appropriate level of Corporate Governance?” I would argue that in light of a rapidly changing operating environment, we would be well-advised to exercise a “duty of awareness” in respect of our Corporate Governance standards. In my view, directors need to take a wider perspective in understanding and monitoring the business fundamentals and the company’s activities. Some may argue that this is not a new duty, it has simply been forgotten in recent times – and in the era of social media, when it is far easier to “get caught out”, it would be prudent to have more regard for the broader context.

A “duty of awareness” offers an appropriate counter-balance to the numerous areas of self-regulation by industry sectors and by individual companies. It provides an objective test for assessing “if not, why not” explanations required under both voluntary and mandatory Codes of Practice – i.e., did the respondent take into account all relevant factors, and did the respondent adopt a sufficient level of awareness in evaluating its options under a chosen course of action?

The “duty of awareness” means that at an individual level, directors would be obliged to reflect on their contribution to and participation in board decisions; boards would need to consider the likely impact of their decisions on the company’s performance and on wider stakeholders; and companies would be expected to have regard to their standing as a good corporate citizen, not merely a compliant one.

Acknowledgements: I am grateful to Andrew Donovan of Thoughtpost Governance and Dale Simpson of Bravo Consulting Group for their invaluable contributions to this article.

Bring back the Court Jester….

Whenever politicians or public figures are subjected to unflattering or unfavourable press coverage, they invariably react by saying that they have been quoted or portrayed “out of context”. They frequently complain that their opinions, policies, decisions or behaviour have been misinterpreted, misrepresented or deliberately misconstrued so to create an adverse impression in the mind of the public. In my opinion, they would be well advised to engage the modern equivalent of a Court Jester as part of their professional media management or strategic planning.

In an age of spin-doctors, PR gurus, focus groups and management consultants how do our leaders manage to get themselves in such a pickle through their own words and deeds? One reason is that leaders are susceptible to surrounding themselves with like-minded people, who in turn become dependent upon the leader’s patronage, resulting in “yes-men” and giving rise to group think.

Another cause is the absence of critical thinking, a lack of self-reflection or poor self-awareness. Elsewhere, it may be a simple loss of focus on strategy or purpose, backed by the leader’s self-belief, sense of infallibility and the total denial of doubt – all hubris and no humility.

In days of yore, the Court Jester was an integral part of the royal entourage. Although appointed by virtue of the King’s patronage and serving at his majesty’s pleasure, the Jester had full license to give voice to those thoughts and views that other members of the court were afraid, unwilling or unable to express. Imagine if the Emperor had employed a Court Jester rather than listening to his tailor…. (1)

In our terms, the modern Court Jester would be engaged to provide critical but constructive feedback on proposed policies, strategies or decisions in anticipation of likely public reaction, so that the desired message can be communicated to greater positive effect. Whereas at present, too often leaders appear wrong-footed at press conferences or at shareholder meetings, seem completely ambushed by social media backlash, and express total surprise at harsh judgements made in the Court of Public Opinion.

One business commentator has recently suggested that organizations need to appoint a Chief Reason Officer (CRO), whose primary purpose is to maintain collective focus on strategic purpose and to deliver appropriate organizational outcomes. (2)

I would argue the CRO needs to be the conscience of the organization, be willing to challenge the status quo, and be expected to offer alternative perspectives to counter collective “wisdom” and accepted “common sense”. Maybe the job title should be “Chief Rational Optimist”. (3)

In a previous corporate role, I frequently found myself asking my colleagues, “Why do we do it this way?” to which the answer would often be, “Because we’ve always done it this way.” (Which is like a red rag to a bull.) Consequently, I would challenge common assumptions and question conventional thinking, while striving to present alternative viewpoints with the objective of introducing fresh ideas and generating innovative solutions. In fact, one of my senior colleagues once introduced me to a new member of staff as the organization’s “lateral thinker”. (Which I took as a sincere compliment.)

By appointing the role of a modern Court Jester, I believe organizations may find it much easier to hold themselves accountable for their decisions, and better anticipate the unforeseen, unnecessary and unforgivable consequences of their actions.

(1) In preparing this article, I reflected on the writing of Desiderius Erasmus, author of “In Praise of Folly”: “Man’s mind is so formed that it is far more susceptible to falsehood than to truth.” For a contemporary perspective, see also Chris Patty: “The Court Jester as a Metaphor for Learning and Change”

(2) Bruce Rogers: “Why Companies Need a Chief Reason Officer”

(3) See especially, Jules Goddard and Tony Eccles “Uncommon sense, common nonsense” Profile Books (London, 2012)