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Theories from the literature

There are many different, sometimes contradictory theories relating to the topic of social media governance by
different corporations.
The first theory I will mention is a theory which is called the amplification
hypothesis, which states then
when certainty is expressed, the
attitude of the person is fixed.

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Another theory
relating to corporate governance of employee social media is conversion theory
which means that the minority in a group can have a disproportionate effect on influencing
those in the majority (). This is particularly important if businesses have a
disgruntled employee who vents their frustration on social media and this can
then lead to other employees shifting their viewpoints to matching those of the
disgruntled employee which can have a snowballing effect meaning that swathes
of employees can become demotivated relatively quickly.

A third theory
relating to corporate governance of social media is reciprocity norm which is
defined by Ipfs as “the expectation that people
will respond favourably to each other by returning benefits for benefits, and
responding with either indifference or hostility to harms.” (). This is
particularly relevant to issue at hand as perceived organisational support
(POS) is one of two ways in which reciprocity norm is measured. POS is the amount
of which employees believe that the company that they work for values the
contributions that they themselves make towards the company and cares about the
employees’ general wellbeing.

The theory of
social influence is another theory which is incredibly important to companies’
attitudes towards the governance of employees’ social media. The theory of
social influence states that we are strongly influenced by external people
based upon the perception of the persons relationship towards the influencer
(). By an extension of logic this means that the employer must have a close
relationship with the employee as this means that the employee will conform and
comply to the culture of the organisation. This can be used as a tool by the
organisations which are able to influence the attitudes of the employee, improving
employee motivation ().

Another theory
which is linked to the social media governance in the workplace is called
ultimate terms. The ultimate terms theory means that certain words carry more
persuasive power that other words. If used correctly in a negative way it can
mean a damage to the organisations reputation and as such employers would want
to take steps in order to prevent the public perception of the company turning
negative. A way that they can do this is the limiting of certain posts by employees
to social media. This theory can also be employed by the organisation itself in
an effort to convince people of the quality of the company which strengthens
the company’s reputation, this is achieved through the use of “charismatic”
terns ().

Maslow’s hierarchy
of needs pyramid shows the scale of needs required by individuals. The scale
increases from basic needs on the bottom, to psychological needs in the middle
and self-fulfilment needs on the top. The pyramid itself is not directly linked
towards organisational control of social media, however, employers can use it
in order to tailor direct messages towards their employees which, when used in tandem
with the reciprocity norm mentioned above can mean that employees believe that
the company that they work for values the contributions of the employee. This
will then mean that the employee is more motivated and a better worker.

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