In recent years, employees’ personal use of social media has become a thorny issue for companies. On one hand, people who post positively about their job or workplace can boost a brand’s reputation — an important recruiting tool in an era when “star employees” are a valuable commodity. On the other hand, posts deemed offensive by an employer or the general public can bring negative exposure to a firm, resulting in calls to boycott the company until the employee is fired — a phenomenon known as a collaborative brand attack. There’s even a slang term — “dooced” — for getting fired for posting questionable comments, pictures, or videos. The term is a reference to Heather Armstrong, an employee terminated for posting satirical stories about her job and colleagues on her parenting blog, dooce.com.
As companies feel their way through this space, a few researchers have examined social media