ETIQUETTE ONLINE: A Rand Report
by Lisa Kimball


Shapiro, Norman Z. and Robert H. Anderson, TOWARD AN ETHICS AND
ETIQUETTE FOR ELECTRONIC MAIL, Rand Corporation, Santa Monica,
CA, 1985.


Purpose of the Report
=====================

According to the authors of this report, which was funded by the
National Science Foundation and the Rand Corporation:

Electronic mail and message systems are playing an
increasing role in the work we perform. The effects,
and side-effects, of this new communication medium can
be substantial... By presenting some initial
guidelines for [these systems], the authors hope to
accelerate the process by which social customs and
behavior appropriate to electronic mail become
established, and thereby to accelerate the effective
use of such systems.

The authors begin from the assertion that this medium is very
different from other means of communication, citing speed of
transmission, message permanence, cost of distribution, and the
ability of the organization to filter or channel communication
as examples of key differences.

They go on to say that the most *important* difference is that
the recipient of a message may misinterpret the sender's intent
because of certain attributes of the medium, e.g. casual and
formal messages can look quite similar, responses can be near-
instantaneous rather than reasoned, there is an absence of
feedback during delivery of a message, and there is sometimes
more willingness to express emotion in electronic mail.

Because of these differences and potential communication
problems, the authors of this report suggest that old rules of
behavior may not apply and *new* rules must enter the culture of
the medium.

A New Etiquette
===============

The report outlines suggested new rules for:

* sending messages
* receiving and responding to messages
* acting as coordinator/leader of an interest group

We are reminded that humans have been using speech for about
50,000 years, writing for 5,000, and the telephone for about 100
years. "This cultural history should not be taken lightly; the
entire fabric of our society has been shaped in significant part
by cultural accommodations to our means of communicating."

Here is a summary of a new online etiquette suggested in the
report:

Sending Messages
================

1. Create single-subject messages whenever possible.

Separate messages can be filed, retrieved, and
forwarded separately, subject lines can be
descriptive, replies can be tailored to specific
messages.

2. Assume that any message you send is permanent.

Messages can become part of someone's private files,
be ported to networks, and printed out at any time.

3. Have in mind a model of your intended audience.

"Have you used more computer jargon in your message
(lulled into techno-talk by using an electronic
medium) than is appropriate to your audience?"

4. Keep the list of recipients to a minimum.

The ease of sending electronic mail can create mailbox
overflow of peripheral material that has to be scanned
and culled.

5. Separate opinion from non-opinion, and clearly label each.

Your message may end up in the hands of someone who
doesn't know you well enough to distinguish fact from
opinion.

6. If you must express an emotion in a message, clearly label
it.

Sarcasm, irony, and humor often don't work in E-mail
because it may not come across as intended.

7. Other content labels are useful.

Labels can provide the equivalent of body language and
facial expressions to clarify your intent.

8. Think about the formality you put in a message.

In the office, we can tell the difference between a
formal memo and a note dashed off on a scrap of paper.
Be sure your electronic messages convey which should
be taken seriously and which are hasty comments.

9. Identify yourself and affiliations clearly.

When sending a message to a public system, help
readers put your ideas in context.

10. Be selective in broadcasts for information.

Use the power of networking--but use it with
discretion. Take time to scan material on special
interest group boards and make sure your inquiry is
appropriate there.

11. Do not insult or criticize third parties without giving them
a chance to respond.

"We've seen a lot of critiques and criticism on the
nets, much of it deserved. But it's also much easier
to be a critic than a builder. The labors of dozens of
people trying to build a company or product out of
only ideas and hard work can be destroyed by casual
critiques written in a moment of anger when the
criticism might have been inappropriate or answered
effectively."


Receiving and Responding to Messages
====================================

1. If you receive a message intended for another person, don't
just ignore it.

Forward the message if you know for whom it was
intended. Otherwise, notify the sender that it was
misdirected.

2. Avoid responding while emotional.

3. If a message generates emotions, look again.

Misinterpretations are *very* common in electronic
mail. Missing body language and voice tone can cause
what was meant as casual or humorous to be taken
seriously. Pause and re-read the message, consider the
source, and check your understanding with the author.

4. Assume honesty and competence of the sender.

Give the benefit of the doubt. Check the context.
Check for possible misunderstanding.

5. Try to separate opinion from non-opinion while reading a
message, so you can respond appropriately.

Try to unravel opinion from fact and make the
distinction in your reply.

6. Consider to whom you should respond.

If the message was sent to a distribution list,
consider whether the response needs to go to that same
list or just to the originator.

7. Consider alternative media.

If you can walk down the hall or pick up the phone--
that might be the best way to respond. This is
especially useful if there is potential for
misunderstanding.

8. Avoid irrelevancies.

The medium can have a chatty quality. "The message
that makes its point and fits on one screen does its
job best, and you will be well regarded."


Acting as Coordinator/Leader of an Interest Group
=================================================

1. Perform relevant groupings.

Group messages on a common topic together to help
readers detect common threads or issues.

2. Use uniform packaging.

Use message headers and other means of assisting
readers to scan material to find specific topics of
interest.

3. Exercise reasonable editorship.

"Messages that are not relevant should be excluded, as
should ones that are sufficiently tasteless to be
offensive. But it is important that opinions
(preferably labeled as such) be given a hearing." The
group coordinator can also eliminate redundancy and
use periodic broadcast messages to summarize.

4. Timeliness is important.

Coordinators should not "sit on" messages to send as a
group since the value of the medium is rapid
communication.

Conclusion
==========

The authors of the Rand Report conclude that:

"With the new power of electronic mail comes the need
for responsibility in using that power. We can all
enjoy the power and benefit from it if we find new
forms of behavior--even etiquette--that are
appropriate. The alternative is a rising tide of
irrelevant messages and electronic junk mail that will
turn off most thoughtful users."

Although this report is focused on electronic mail rather than
on computer conferencing, many of the comments and suggestions
could apply equally in this environment. It would be interesting
to use this outline as a starting point for identifying the
kinds of behavior and cultural attributes most effective for
supporting high quality computer conferencing. Of course, the
hardest job is still defining the attributes of "quality" in a
way which is comfortable for the diverse community online.

I'd like to hear some reactions to this online etiquette
proposal. What is missing? Which items do you agree with? Which
go too far? Which are reasonable? How could an online community
establish such norms?