I'd suggest allowing employees to post whatever videos they want but to a) be upfront about the ramifications for posting questionable material (i.e. tell them to consider, 'would I do this if my boss was standing next to me?') and b) have a proactive response – in this case, posting additional information about the situation.

My ¢2.

While I love the idea of training, we both know that guidelines would not completely stop anyone (personal freedom) from posting a video like this…that is the beauty of and challenge with social media…but at least it provides a plan for how this type of content should be handled.

I think the video is amazing and it could have been a huge win for Jackson Hole if they could frame the video as an example of their safety record. Still cool, just with a message:

'Hey, look what happened the other day. It is a crazy video, but no one got hurt because we believe in safety first.'

The new reality is this, everyone in your organization is an extension of your social brand.

- Troy

An amazing video, great find.

As far as the question, should an employee share this video? My answer would be yes, but with some footnotes.

First, I don't think Jackson Hole will be too pleased about the posting. My first thought was about safety. To an industry / ski vet like us, the video is just cool. But to the average person or the person who is about to visit Jackson on a ski trip for the first time, this video is terrifying.

The PR / viral impact of the video cannot be ignored…all of those years promoting safety could be wiped away because one video 'goes viral.'

Personally, I would have liked to see Jackson Hole or the employee, post the video (without the expletives) along with an explanation of what happened and the safety measures in place. I would feel a lot better knowing that the situation was under control.

Of course, that point leads to social training by the resort. Jackson Hole needs to engage their employees and let them know it is okay to post videos, but there are guidelines. We all know the 'cool' or ‘viral’ videos are typically highlighting the unsafe side of the sport, so the viewer needs context…’these are professionals’…’don’t try this at home’…’these people did not fly off the chair.’

Otherwise it just looks like Jackson Hole let a couple of skiers from Florida ride a dangerous lift while employees stood by in amazement.

Great post, and I have to say a good example for a post I am writing currently on how everyone is part of the social brand, not just the organization.

Good stuff.

- Troy