October 17, 2013
Employers should engage staff as active reputation builders in social media
Employers who discourage staff from spending time at work updating their status on Facebook or following twitter feeds would be better served in harnessing their social media habits to promote the organization according to an academic study. Joonas Rokka, Assistant Professor of Marketing at Neoma Business School, has published new research in the Journal of Marketing Management that shows how social media can accentuate the role of employee and corporate reputation management. According to findings drawn from multiple business sectors and different types of companies, the research claims that companies need to focus more on managing employees as active reputation builders and brand ambassadors in social media instead of conceiving them only as possible reputation risks. (more…)