Should employees be “dooced” for a social media post? The role of social media marketing governance

Abstract

Instances of employees being ‘dooced’ because of a social media post are becoming commonplace. Three research questions are presented to better understand workplace firings due to social media posts using justice theory and social convergence to fit within the nomological net. The first question examines employees' awareness of their employer's social media policy. The second question examines the role of offensiveness in the perceived fairness of the termination. The third question asks whether work-related posts (social convergence) and the presence of a social media policy (social media governance) influence the perception of termination fairness. Two data collection efforts are presented to test the research questions. The research findings extend the social media marketing governance literature by incorporating role theory and script theory. Managerial implications include the importance of developing and communicating to employees the organization's social media policies.