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

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.

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

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.

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.