Private social media usage of employees: Implications for corporate risk management to protect corporate reputation

In an increasingly complex business environment, risk management has become essential for corporate survival. Given the rapidly changing environmental conditions and trends, new risks are constantly emerging and need to be assessed and managed. The influence of risks extends beyond the corporate sphere, for example, with the private use of social media by employees and the resulting potential damage to the company’s reputation. According to the literature, there is little to no knowledge on this topic. Therefore, in this study, 20 experts at different positions in their companies were interviewed about the significance, handling, mapping, consideration, and measurement of potential reputational risks associated with the private use of social media by employees. The results show that there is a certain awareness of the problem, but only a few mechanisms have been implemented to manage such risks. Based on the findings, risk management measures are identified by examining the employees’ journey, which can be used in operational practice to reduce the risk of potential reputational damage.