Indeed Heather has seen this first hand as a member of the Henry Tax Review Panel, where the final report was hidden for six months, then the bulk of the recommendations were ignored and the few accepted were mutilated and taken out of context.

All of this with no debate or consultation with the community in a review that would “position us to deal with the demographic, social, economic and environmental challenges of the 21st century.”

So much for the vision of the big parties.

Leadership isn’t delivered by risk adverse, focus group obsessed political managers doing deals with big corporations and lobbyists; it’s delivered by leaders who are capable of stating their case and steering their views, visions and policies through fair and robust debate, not hiding behind well crafted communications strategies and sound bites.

We need leadership in both business and politics to face those 21st Century challenges the Treasurer identified when he announced the Henry Tax Review.

A hung Parliament is a once in a generation opportunity to rebuild leadership and confidence in our governments. It’s one we shouldn’t squander.

As the politicians have found, the days of empty slogans are over. If you say “people are your most important asset”, “service with a smile” or “no question refunds” then you have to be sure you value those smiling employees as they cheerfully refund money. Otherwise your disgruntled staff and customers will be letting the world know the truth quickly.

We’re in an era of accountability. The connected society means all of us — in our professional, political and personal lives are more accountable than we have been for several generations. This is even more true of our businesses.

A good example of this is restaurants; where twenty years ago few eating places were reviewed by newspapers or magazines while most scored a paragraph in an annual guide, which could have been up to two years out of date by the time it was in the bookstores.

Today dozens of rating sites give customers the opportunity to report their experiences and customers are reading those reviews before they choose where to dine.

The same process is happening in all industries, your business is being reviewed and discussed online in forums, blogs and various social media channels. You have to deliver on your promises and you will be caught out if you don’t.

For society, the Internet and the new communications tools that run on it are changing how we deal with our peers, customers, employers and staff. We have more power and we have more responsibility.

It’s interesting this point was missed by the political parties that ran campaigns that relied almost exclusively on TV, radio and print. Although it isn’t surprising seeing that both parties’ 2010 campaigns seem to operate in a 1960s time warp where cheap fuel, plentiful credit and unlimited mineral exports were the nation’s boundless future.

This sort of complacency is understandable when you have a duopoly. As we know in the business world, a comfortable duopoly breeds cosy, risk adverse managers who spend more time squabbling over who should have the keys to the executive toilets than worrying about minor things like staff, new products or customer satisfaction.

Which is what’s happened to our political parties; winning the privileges of power is all that matters to the factional warlords and their supporting ranks of scheming apparatchiks; just like second rate managers in a cosy, protected industry.

The underlying beliefs of the major parties — free enterprise, a strong regional Australia or a fair go for the Australian worker have all became empty slogans and their markets, the voters, are now holding them to account.

In many ways the three or four independents who will hold the balance of power are like upstart business that disrupt cosy markets, they are reminding the incumbents of the business they have chosen to be in.

That’s the biggest business lesson from last weekend’s election; that in the new global economy the barriers to entry have fallen and new businesses are waiting to grab the customers you’re neglecting. Markets are moving quicker than ever and you need the tools and the teams to take advantage of the opportunities.

Unlike the political world, today’s business environment has no place for the safe, comfortable incumbent. It’s a great time to be a genuinely smart company.

However there are risks with this as the Internet increases accountability and magnifies gaffes; a mistake in a remote electorate that may not have been even noticed by the press corps ten years ago can today be the lead story on the evening news thanks to an audience member with a mobile phone.

Communicating on the Internet is more than just a website, a Facebook page, YouTube channel or a Twitter account.

This article uses the word “Internet” rather than “social media” or “social networking” deliberately — while every social platform and online communication channel brings its own unique set of circumstances, there are common themes all these platforms possess;

1. You’ve put it in writing

As soon as a tweet, blog post or email is sent or published, it is in writing against your name. Nothing is deniable. So if you wouldn’t put something in a letter, don’t put it on the Internet.

2. Everything you do online is permanent

You can delete an email, tweet or blog post after sending it but there will always be a copy somewhere. Nothing on the net is ever completely deleted. So think before pressing send.

3. All online comment is publishing

Prior to the Internet, publishing involved owning or hiring a printing press, radio station or television studio. Today anyone with a $300 computer or mobile phone is a publisher. Every time you press “submit” you are publishing a comment with all the same potential consequences as writing an article or campaign flier.

4. Off line rules apply online

Many people on the net have the idea rules don’t apply online. Those people are wrong, defamation and electoral rules apply online as much as they do offline. What’s more, the Internet magnifies errors and dishonesty. Even if you haven’t strictly broken the rules, you still may find an ethical lapse could sink your campaign.

The difference when you do it online is that the record is permanent and available world wide, that’s why it’s called the World Wide Web.

5. The net makes copying easy

In a digital world, all content is endlessly reproducible, so your material can be copied, altered and distributed easily. This was a lesson learned by a bunch of London lawyers ten years ago. Learn from their mistakes and use it to your advantage.

6. Nothing is off the record

Everything you write on the Internet is on the record; an offhand Twitter comment is just as official as a press conference or media release. So keep the smart comments off line. If you’re going to be rude about someone, don’t put it in writing on the net even if the message is supposed to be private.

7. Online private and public domains are blurred

While there are private channels on the Internet, the boundaries between them are not always clear. For instance a Facebook group can be seen by anyone who is a member, so postings in that group can be passed on from there.

It’s also easy to make mistakes; a private Twitter message could go public if you hit the wrong key. There’s no shortage of horror stories where people have been included on email messages that were never intended for them.

8. Be transparent and consistent

As a research tool, the Internet gives media, the voters and your opponents the opportunity to quickly verify every statement you make.

If you are going say the dollar collapsed when your opponents were in government, check this really did happen. If your party promises a can of baked beans in every household then details of The National Baked Bean Access Program have to be online.

9. The Internet loves a vacuum

Should you leave questions unanswered, or if you make an empty promise with no supporting information, then you’ll find no shortage of people on the net willing to fill the blanks for you. Leaving people guessing is the quickest way to get an issue spinning out of control.

10. Be careful of delegating

It’s tempting to give the job of social media expert to the youngest staffer or volunteer in the office, however you are responsible for everything written. So if you delegate, think carefully. Blaming an over enthusiastic intern or contractor is rarely a good look even if it is true.

A good example of this was Hugh Jackman’s Sydney Opera Center gaffe which was clearly a Tweet from someone who wasn’t Australian. While for Hugh it was a minor embarrassment, a similar mistake could derail a political campaign or career.

11. Think before you tweet

The best measure for posting on the internet is never to say anything you’d be embarrassed to explain to your mother. In a political context, don’t say anything you’d be uncomfortable justifying to your party leader, whip or the host of a radio talk back program.

12. Engage with your audience

You need to be adding value, while mediums like Facebook, YouTube and Twitter are quite effective for getting out prepared material, that isn’t using those channels to their full potential. The word “social” in “social media” indicates how they have become communities where people exchange views and participate. Your Facebook pages and Twitter streams should be engaging voters and acting as a rallying point for supporters. Think of them as a virtual 24/7 town hall meeting.

13. The net is a big playground

The Internet is a perfect democracy. Everyone who chooses to participate has a voice.

This means the informed, engaged and intelligent have an equal voice with the ignorant, deranged and obsessed. While it is important to listen to what the lunatic fringe have to say, you don’t have to engage with them.

14. You are judged by your company

Be careful of joining online groups or being too closely associated with individuals who may be an embarrassment. Facebook is particularly bad for this as you’ll get many offers to join groups. Resist most of the invitations as even the funny ones could backfire.

15. Play nice

On the net, you should never get into a fight. The classic Dilbert cartoon strip once said “don’t argue with an idiot, they just drag you down to their level where they beat you with their logic.”

The Internet is the greatest invention for idiots, giving them a forum to exercise their ideas and find like minded fools. Don’t join, argue or engage with them, you’ll only encourage them.

16. Don’t get clever

One thing the Internet doesn’t do very well is humour, sarcasm and irony. So be very careful with the smart comments as what would be a funny off-hand line at a press conference or walk around could be totally misinterpreted online.

Another problem is context which is easily lost on the net; be careful with statements that could be taken poorly by those not aware of the surrounding circumstances. This is particularly true with Twitter where it can be difficult for bystanders to understand the entire online exchange.

17. The web is worldwide

There’s no such thing as an intimate chat online. Everything you do could be passed on. You may only have a thousand Facebook friends or Twitter followers but if each of them has a similar following, that’s an immediate audience of a million people. Treat each tweet, post or update as if it is going out on the Morning Show or 7.30 report.

Similarly, some political organisers think the web is best for rallying the troops. That’s a dangerous idea as many teenagers have discovered when a horde of gatecrashers have turned up to their Facebook advertised parties. Your political opponents are probably taking as much interest in your posts as your supporters.

18. Don’t deceive

The New Yorker once said “on the Internet no-one knows you’re a dog.” So it’s tempting to set up anonymous accounts and webpages to discredit your opponent or derail their campaigns.

In reality, your posts in dog food forums will probably give you away and all but the most sophisticated hoaxer will leave clues in their digital footprint. Even if you cover your tracks, being mischievous can bring you unstuck.

You need to also keep your volunteers and staff aware of this; by all means let them engage, promote and defend your positions but make it clear that underhand and childish stunts will hurt more than help.

19. The net does not replace other channels

The digital natives will tell you old media is dying and only the Internet matters while older journos will mutter darkly into their beers about the net being a passing fad. Both are wrong.

Mainstream media and the Internet increasingly rely on each other as sources and distribution channels. Tools like Twitter help journalists find sources and spread stories while the news papers and TV shows provide material for Twitter and Facebook users.

Where the Internet works particularly well is enhancing the “traditional’ channels of community meetings, media appearances, fliers and articles.  What you can’t say in a 15 second TV ad or 500 word article can be expanded on and enhanced online because you aren’t subject to other peoples’ restrictions and guidelines.

20. Experiment and learn

In a risk adverse world it’s easy to ask why you should bother with the Internet as most voters are still getting their information through mass media and advertising spending is still largely used for broadcast ads.

The reason you need to be on the Internet is because your constituency is moving online and the broadcast journalists are online. You need to be listening to them and to understand how issues are developing and how these channels are being used.

As these tools develop, they are going to become more powerful. The politician who ignores them today and misunderstands how the medium works could find themselves being remembered in the same way Richard Nixon was in 1960.

Our society is increasingly using the Internet to debate and develop new ideas. If you hope to be part of those ideas, you need to be part of the debate.

He’s right to worry.  The economic downturn is going to be longer and deeper than it otherwise would have been because our business, political and economic leaders steadfastly refused to acknowledge the levels of debt our societies were being burdened with and now they refuse to deal with the fact that debt is being unwound.

The challenge for business owners now is not to fall for the orthodoxies and slogans but to take a realistic view of what’s happening in the world and the effects on customers, staff and suppliers.

Just listening to your mates repeating your own beliefs is not good enough. The politicians have their pensions, the executives their golden parachutes and the economists tenured positions. You probably don’t.

Read widely, listen and be sceptical of those with special interests to protect. Most of all don’t act on the advice of those who think it will be business as usual next year.

Business as usual is going to be very different from today onwards to what it was two, ten or twenty years ago. It’s time to reinvent and look for the opportunities those too deep in the echo chamber are unable to see.

I should also add the blacklist only applies to sites hosted outside Australia. ACMA will direct an Australian hosting serivce to take down any site rated X18+ or refused classification .

Paul, you incorrectly write that it is up the classification board to decide what is blacked out. That is incorrect as they only have jurisdiction on what is published within Australia. The blacklist is currently maintained by ACMA, so which minor public servant gets the job of surfing the web looking for something they can add (as well as responding to any ministerial hints about “unwanted” material).

If it was a transparent process, the material had been vetted against Australian standards then maybe. Or rules by a court. But not a secret list. No way.

Thanks for your comment, Richard. One of the big concerns about filtering is exactly how an appeals process or independent oversight of a blacklist will work.

ACMA refers any complaint about a website to the Classification Board. The board then classifies the site under the same system used for computer games and movies. If the board refuses classification or gives the site an X18+ rating then ACMA adds the site to the blacklist. The details are on the ACMA and Classification Board websites.

As reported in SmartCompany last week the Federal Government is proceeding with trials of internet filters that will restrict Australian access to the world wide web.

The aim of internet filtering is to block child abuse sites from Australian web surfers. While the idea is well meaning, the proposal will be an additional burden on business and won’t fix the problem.

There certainly is a problem – a study by the University of California, Berkeley, found around 1% of websites contain pornographic material. With over a billion websites indexed by Google, this translates to around 10 million sites containing things you’d rather not be seen in your workplace or by your kids.

To deal with this problem, most computer operating systems, browsers and search engines have built-in adult filters, and the Federal Government provides free software for home computer users on its NetAlert website.

The new filter will go a number of steps further, with it being compulsory for internet providers to deny access to around 10,000 sites, a number that falls dramatically short of the 10 million estimated pornographic sites and who knows how many terrorist, gambling and euthanasia sites that will probably be added to the list.

The task of deciding which of the billion websites to be blacked out will fall upon the Classification Board. In 2005-6, their 65 staff considered 9425 movies, video games and websites. To say the board will require a massive injection of resources is an understatement.

Under the current proposals, the banned list would be secret, and it’s uncertain if your business inadvertently found itself on the list how an appeal mechanism would work.

One serious risk for business is that many of the people who post illegal and inappropriate material do so on others’ computers to avoid detection. Hacked personal computers and corporate servers are frequently used by criminal gangs for exactly this purpose.

There is also the risk of sites being blocked for political reasons. Canberra has form on this, with the Federal Police using spurious copyright reasons to close down Richard Neville’sspoof John Howard site in 2006. A staffer of the present Federal Government indirectly pressured a prominent critic of the filtering proposal through his industry association.

So there are real risks to your website if someone in your company does something illegal, messes up a security setting, or simply upsets the wrong person in a minister’s office.

However it’s not the censorship aspects of filtering that should be the main concern for businesses. The indirect consequences will be deep and far reaching for Australian commerce.

The immediate effect is filtering will increase internet costs. Given 98% of businesses use the internet, the increased ISP charges will be a tax on almost every Australian enterprise.

Business relies upon fast, reliable communications. Trials to date of the filtering systems show a decrease of speed between 2% and 84%. The filters will also add another level of complexity to the system, which in turn reduces reliability.

Those additional costs will become another barrier to entry. At the very time the Federal Government is struggling with competition in the communications industry, this proposal will eliminate many smaller operators and favour the larger incumbent providers.

Overall, this proposal will add costs and reduce the reliability of one of the modern economy’s critical business tools. The real tragedy is the filters simply won’t work.

Federal Finance minister Lindsay Tanner’s now repeated claim the “worst is over” will either make him a prophet or a fool. Either way, he’s pretty brave to make that statement.

What makes his courage even more impressive is his belief is based on IMF, Treasury and Reserve Bank advice.

These three groups, along with almost the entire economic world,  failed to see this crisis coming  and have consistently understated the effects since it arrived.

For Australian business owners, more worrying should be policy responses of our politicians.

While China’s stimulus package includes funding for building railways, roads and hospitals, Canberra’s response is to repeat the mistakes of the previous government by ramping the property market.

To compound the problem, the Federal government seems obsessed with keeping Australia in the 1950s. While the Chinese government is encouraging investment in the IT industries, we’re pouring our resources into propping up a vehicle manufacturing industry.

Even worse is the NSW Government’s blind faith in the ratings agencies. It’s a shame Nathan Rees won’t show Lindsay Tanner’s courage in telling these corrupt and incompent fools where to stick their phoney triple A ratings. 

Instead he chooses to further reduce our investments on infrastructure and the state’s future.

The lesson to business owners is clear; you’re on your own and you cannot expect any help from the state or Federal governments.