There is little question that social media sites like Twitter, Facebook and LinkedIn have become a critically important method of connecting brands and consumers. According to an eMarketer report, nearly three out of four small businesses use social media marketing. An effective social media marketing campaign can increase customer loyalty and brand perception. At the same time, businesses that maintain a social media presence run the risk that employees might use the company Facebook page as an online water cooler to vent their employment frustrations, or claim ownership of work-related Twitter accounts. Both in the context of maintaining and developing a social media presence and in regulating employee conduct through social media workplace policies, businesses could fall into some pits, including the risk of litigation and damage to brand and reputation, and must take the proper steps to protect the business’ interests.
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