Social media and the world of work

Introduction

As one of the most defining developments of our time, social media has fundamentally changed people's private and professional lives. It is no longer a trend or playground for first movers, but communications professionals’ most important challenge in the twenty-first century.

Relevance and purpose

Literature, research and practitioners are aware of the importance of employees’ social media use in the reputation management process. There are many suggestions on how organizations should manage the risks and benefits of their employees’ participation in social media in order to protect their reputation, but they often focus on tactical measures, rather than on strategic management.

The thesis of this research paper claims that communications professionals need to manage employees’ social conversations strategically by implementing eight key steps: research, unrestricted internet access at the workplace, a strong commitment from senior management (C-suite), the establishment of social media teams, the implementation of guidelines and policies, the training and education of employees, integration, as well as goal setting and measurement.

The purpose of the present research project is to investigate the benefits and risks of employees’ social media use, and how organizations can better manage the challenges this brings to their business. The goal of this paper is to provide recommendations on how organizations can further develop their efforts in managing employees’ social media use to become a well-founded strategic management approach.

Method

In order to investigate employees’ social media use today, and to provide recommendations for a strategic management approach, the present research paper begins with a comprehensive literature review which explores the changes social media has brought to the workforce, as well as the importance and the risks of employees’ social media use for organizations.

Provided with these insights, the second part of this research paper provides eight key steps for a strategic management approach to employees’ participation in the social web. Therefore, the #domosocial project will be featured as a leading practice example. #domosocial was developed by the business intelligence start-up company Domo, and was analyzed during qualitative interviews with one of Domo's social media professionals.

The benefits of employees’ social media use

Today, employees’ participation in social media is more important than ever before as they embody an organization's corporate character and shape its reputation by functioning...