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Divergent attitudes to social media governance: Should managers prevent or promote employees’ use?

Human Resource Management International Digest

ISSN: 0967-0734

Article publication date: 12 June 2017




This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.


This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.


Prevention and promotion foci were both observed among managers and differed per communication model. Managers who used dialogic models of communication were primarily promotion-focused and emphasized opportunities to improve stakeholder relations, while managers who used one-way models were primarily prevention-focused and highlighted the risks of social media (e.g. the risk of employees publishing messages that contradict corporate communication and confuse stakeholders). Social media governance differed depending on regulatory focus. In the prevention scheme, managers usually attempted to regain control by restricting social media to private use only, while in the promotion focus managers trained and facilitated employees for work-related social media use, to various extents.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.


The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.



(2017), "Divergent attitudes to social media governance: Should managers prevent or promote employees’ use?", Human Resource Management International Digest, Vol. 25 No. 4, pp. 35-37.



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Copyright © 2017, Emerald Publishing Limited

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