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.
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 ().