Growth of social media use cannot be understated

It has “changed the way we communicate

Organizations can leverage opportunities arising from use of social media in workplace”

The exploding growth of social media has significantly changed the way people communicate at home and at work. Social media applications include sites such as LinkedIn, Facebook, Google+, Pinterest, Tumblr, Wikipedia, YouTube, Twitter, Yelp, Flickr, Snapchat, Instagram, Second Life, WordPress and ZoomInfo. Not only has social media changed the way we communicate, but these applications present great opportunities for businesses in the areas of public relations, internal and external communications, recruiting, organizational learning and collaboration, and more



“Social media” acts as a networking tool

Useful in mining talent

Organizations can post job openings on their social media pages

Active job seekers following the social media pages immediately notified (Holland, Cooper, & Hecker, 2016)

Recruiters and staffing managers can make use of social media sites in mining of talent. They can also post for job openings available in the organization where by active job seekers can apply.


Recruitment issues

Accessing protected information regarding applicants

Possibility in violating fair credit reporting law

Negligent hiring claims (Collins, Shiffman, & Rock, 2016)

During screening and background checks staffing managers could learn information about a candidate in social media that may be used against the candidate. A candidate could claim that a potential employer did not offer a job because of information found on a social networking site, which discusses legally protected categories such as the candidate’s race, ethnicity, age, associations, family relationships or political views. In avoiding such employers should avoid use of social media when screening.


Employee engagement

Social media can be channeled to engage employees and connect them.

Companies can communicate through their official pages

Employees can react on the same in the comment section

Any clarifications or enquiries can be addressed immediately

Social media can be used as a tool for engaging employees in workplace. Employees tend to feel more engaged in the workplace if they feel informed and if they believe their opinions are heard. Social media can give employers a way to spread the word as well as a way to channel employee comments.


Learning applications

Social media can be used to incorporate learning into the organization

It can be used to change the learning process

Foster interactions during training sessions

Its tools can be used for learning rather than turning for consultants outside the organization.

Video instructions (van Zoonen, Verhoeven, & Vliegenthart, 2017)

Social media is changing the way of learning in organizations. Social media is transforming the workplace into an environment where people learn naturally with each other all the time, not just during a single training event. Social media permits interaction with employees both before, during and after the actual training session



It can be used to promote the brand of the organization

Key information may be disseminated to customers via blogs

It can also be used internally as a training tool for employees (Carlson, Zivnuska, Harris, Harris, & Carlson, 2016)

blogs, can be used to post entries for general public view, usually on specific topics or on behalf of the organization. Blogs for business can be aimed at attracting the attention of potential employees, promotion of a brand , or disseminating information out to customers, among other uses.


Microblogging and micro sharing

Allows real time exchange of information in small snippets

Allow project interactions.

Twitter can be used for such

Other tools include yammer and chatter

These technologies permit users to exchange information in small snippets and in real time. Twitter is an example of a microblog, but today some organizations use other microblogging tools they can secure behind their computer firewalls and restrict to those inside the company. Employees can ask or answer questions, exchange information with peers, find out who has needed expertise and quickly give their input on projects. They can post their comments about documents, proposals or presentations.



Organization can measure social media results

Tracked metrics include;

Source of traffic


Network size

Interactions generated by the brand

Monitoring of data is only valuable if the organization is tracking and analyzing metrics which can be relevant to it and then apply such information to improving its social media strategy. As part of their social media strategy, organizations should identify what important metrics to track.


Social media policy and guidelines

In making this successful organizations should have policies and guidelines to guide social media use in workplace;

Clearly acceptable use policy should be outlined

Disciplinary measures upon violation of such policies

Productivity outlines when social networking (Holland, Cooper, & Hecker, 2016)

In making this successful organizations should have policies and guidelines to guide social media use in workplace;

Clearly acceptable use policy should be outlined

Disciplinary measures upon violation of such policies

Productivity outlines when social networking


Legal issues

Policies and protected activity

Ownership disputes

Password requests

Recruitment and hiring issues

the legal issues for employers to watch include policy content, social media for recruitment and hiring, pitfalls of social media “friendings,” and questions about ownership of materials posted online. Any policy should be in the form of a guideline, not an absolute rule. If a guideline is made into a rule, the employer may possibly violate the National Labor Relations Act, which says employees have the right to engage in “protected concerted activity.”



Facilitates open communication

Opportunity for widening business contacts

Useful recruitment tool

Can be used to improve the reputation of the organization

Promoting diversity and inclusion (Carlson, Zivnuska, Harris, Harris, & Carlson, 2016)

Use of social media in workplace is associated with the following advantages;

Facilitates open communication

Opportunity for widening business contacts

Useful recruitment tool

Can be used to improve the reputation of the organization

Promoting diversity and inclusion



Exposure to network attacks

Online scams

Distribution of confidential information

It can be used to damage the reputation of the organization

Visiting some social networking sites could potentially expose the company to networks malware which may enable hackers to gain unauthorized access into the system of the organization

There is also a risk of distributing or sharing confidential information that may harm or damage the reputation of the organization.



Carlson, J. R., Zivnuska, S., Harris, R. B., Harris, K. J., & Carlson, D. S. (2016, January 1). Social Media Use in the Workplace: A Study of Dual Effects. Retrieved May 13, 2020, from Journal of Organizational and End User Computing (JOEUC) website:

Collins, K., Shiffman, D., & Rock, J. (2016). How Are Scientists Using Social Media in the Workplace? PLOS ONE, 11(10), e0162680.

Holland, P., Cooper, B. K., & Hecker, R. (2016). Use of social media at work: a new form of employee voice? The International Journal of Human Resource Management, 27(21), 2621–2634.

van Zoonen, W., Verhoeven, J. W. M., & Vliegenthart, R. (2017). Understanding the consequences of public social media use for work. European Management Journal, 35(5), 595–605.

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