Time Inc. Developing Social Media Policy for Employees

When it’s ready, policy will likely address the kind of thing that recently happened to managing editor Michael Bullerdick at Essence magazine.

THE DANGERS OF THOSE FACEBOOK POSTS…: Time Inc. is in the process of working with its top editors to develop a social media policy for employees and it will be released soon. When it’s ready, it will likely address the kind of thing that recently happened at Essence magazine. Managing editor Michael Bullerdick, who joined the title in July, had been posting right-wing news and images on his Facebook page, such as a picture of Al Sharpton with the headline “MSNBC Race Pimp.” A screenshot of the page was posted on Richard Prince’s Journal-isms and e-mailed to Essence and now Bullerdick has been reassigned to the company’s books division. An Essence spokeswoman said she couldn’t comment on personnel matters, including who will succeed Bullerdick.

Before his controversial Facebook page came to light, media observers had already questioned Bullerdick’s presence at the title. They wondered how involved he was in the day-to-day editorial operations of Essence, given he is a white male at a title aimed at black females. Even though Bullerdick is on his way out, editor in chief Constance C.R. White on Tuesday wanted to address what exactly his role was once and for all. “I hired Michael to manage the production and schedule of Essence,” she said. “As head of production, he does not attend editorial idea meetings nor does he get involved in the editorial direction of the magazine.”

This story first appeared in the April 25, 2012 issue of WWD.  Subscribe Today.

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