Not Just for Customers Anymore: Organization Facebook, Employee Social Capital, and Organizational Identification

Abstract

This study examined links between employee interaction with their organization’s official Facebook page, social capital, and employee identification with the organization. Results indicate employee interaction with their company’s Facebook page was positively related to organizational identification and bridging and bonding social capital. Moreover, the relationship between interaction with the company Facebook page and identification was partially mediated by bridging social capital outcomes. Overall, results suggest the company Facebook page is an important communicative bridge between the employee and the larger organization, enhancing the employee-organization relationship. Results contribute to our understanding of social media and organizational identification, as well as our understanding of social capital associated with social media use in organizational settings.