“Posts are my own”: effects of social media disclaimers on perceptions of employees and their organizations from tweets and retweets

Abstract

PURPOSE – This study empirically assesses the perceptions the public has of employees and their organization following a [re]tweet, and the additional potential ameliorating effect of a disclaimer distancing the organization from the individual employee’s social media presence.

DESIGN/METHOD/APPROACH – A fully-crossed 2 (disclaimer v. no disclaimer) × 2 (positive v. negative valence post) × 2 (post v. retweet) experiment exposed participants (N = 173) to an employee’s personal tweet. Resultant perceptions of both the poster (i.e., goodwill) and the poster’s organization (i.e., organizational reputation) were analyzed using planned contrast analyses.

FINDINGS – Findings reveal audiences form impressions of individuals based on both tweeted and retweeted content. Perceptions of both the poster’s goodwill and the poster’s organization were commensurate with the valence of the poster’s tweets, stronger when posts were original tweets rather than retweets, and there was a significant interaction effect between valence and [re]tweet. Disclaimers did not significantly affect perceptions, suggesting employers may be better-served by asking employees to omit reference to their employer on their personal social media accounts.

ORIGINALITY/VALUE – This research contributes to understanding how employee and organizational reputations are affected by employees’ personal social media content. Results suggest even when a disclaimer explicitly seeks to distance the employee from the organization, audiences still see the employee as informal brand ambassadors of their organization.