Social Media in the Workplace: Encouraging Employees to be Active on Platforms.

By: Emily Gibson

Social media is evolving from being a platform for sharing thoughts and experiences with peers to being a strategic platform to connect with a large audience. Businesses are using social media platforms for promoting their brand and communicating with their consumers and clients. Platforms like Twitter and Facebook are the easiest and quickest way to respond to a crisis that has occurred involving your company.

But where do employees fit into all of this? Businesses are now using their employees to help promote their brand. Although this can be very rewarding, there is also a lot of risk. Companies might be hesitant to allow their employees to be vocal on social media about the company because they could be held accountable for the employee’s actions.

A lot of popular brands have implemented policies to help prevent crises while also letting employees have a voice. A good example of a brand that has a great social media policy is Adidas. In their policy, they allow employees to establish an identity with the brand. Adidas, however, is not held accountable if employees post inappropriate material. They also cannot disclose any “sensitive company information” or break any laws pertaining to copyright or referencing.

Employees Create Conversations:

There is a lot of potential to reach clients and consumers through employees. Employees can start conversations online about the brand and also answer the public’s questions or concerns. They can share their experience working for the company and share ideas with students, coworkers and the public. Building a community around your brand is important, and employees can help you do just that.

Employees Represent the Brand:

A paper published on the EmeraldInsight described employees as “powerful brand ambassadors.” The way employees conduct themselves online should be professional and be a positive reflection of the brand. The paper outlines eight key points to create a work environment that allows employees to have a voice, while avoiding potential repercussions. These eight points include:

  1. Research
  2. Internet Access
  3. Strong Commitment from Top Executives
  4. Establish Social Media teams
  5. Implement a Policy
  6. Train and Educate Employees
  7. Integration
  8. Goal Setting and Measurement

Companies need to ENCOURAGE employees to be active on social media. The way ideas are shared is changing, and brands must continue to evolve. Implementing a policy and training employees helps eliminates risk and creates opportunities.

Here is an infographic from Buffer Blog that gives a few statistics of social media use by employees:

This Article Has 2 Comments
  1. This is an interesting topic you bring up! I agree that social media is being heavily infiltrated in the workplace and that there needs to be a healthy balance of use time and appropriate content. As a whole, I think it is important to employees to be well equipped with their social media in relation to the brand because they each have their own accounts they can spread work content on that will reach their viewers.

  2. Casi Jackson says:

    I have never thought of employees as “powerful brand ambassadors”, as you stated in your post, but I can definitely see how employees can be a huge part in a brands success. Social media has become so dominant in society, and there are obviously pro’s and con’s to the effect it can have on a brand’s reputation. I can see both the pro’s and the con’s when it comes to letting employees promote their workplace’s brand on their own personal social media. I just hope that their opinions are not controlled by their employers and that they have full freedom to express their opinions fully without censorship.

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