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Social media and the world of work : A strategic approach to employees’ participation in social media

Sonja Dreher (Department of Communication Studies, Baruch College, New York, New York, USA)

Corporate Communications: An International Journal

ISSN: 1356-3289

Article publication date: 30 September 2014

Abstract

Purpose

The purpose of this paper is to explore the risks and benefits of employees’ social media use for an organization's reputation, and delivers suggestions for a strategic management approach.

Design/methodology/approach

The findings of this research paper are based on a comprehensive literature review and supported by a leading practice example.

Findings

Through social media, employees function as powerful brand ambassadors who shape reputation with everything they do and say online. This requires a strategic management approach to employees’ social media use, including research, internet access at the workplace, a strong commitment from the C-suite, the establishment of social media teams, the implementation of guidelines and policies, training and education, integration, as well as goal setting and measurement. These eight key steps will help communications professionals to better prevent the risks and leverage the benefits of their employees’ participation in the social web.

Originality/value

This research project is built upon significant deficits in the management approach to employees’ social media use and provides eight strategic key steps to better handle employees’ participation in social conversations.

Keywords

Citation

Dreher, S. (2014), "Social media and the world of work : A strategic approach to employees’ participation in social media", Corporate Communications: An International Journal, Vol. 19 No. 4, pp. 344-356. https://doi.org/10.1108/CCIJ-10-2013-0087

Publisher

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Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited