The likelihood is that a small number of the people submitting to or reading and sharing the contents of the page are doing so maliciously, in an attempt to harm the brand by associating it with snobbery and elitism.
In this situation, there’s nothing a business can do as customers are simply sharing their opinions (or what they believe to be humorous quotes). However, employees can be provided with appropriate guidelines to ensure they conduct themselves in accordance with relevant employment policies when using digital media.
Roythornes conducts annual research into the use (and abuse) of social media in UK food businesses. The most recent took place in late 2013 and showed that there is an increasing awareness of social media, and that 63% of businesses have introduced a social media policy for employees.
Staff at Waitrose, if they’re posting comments on the page, appear to be doing so in a very cordial way that isn’t levelling any direct criticism at the retailer, but it’s easy to imagine a scenario where disgruntled workers take to social media to criticise their employers. Organisations are improving in policing this area: the number of businesses that have introduced policies increased by 13% from 2012, but many are still leaving themselves open to reputation damage.
It’s important to stress that without fundamental rules and practices in place, employees’ use (or abuse) of social media will go on unmonitored and unnoticed. Those who don’t currently have a policy need to consider it. There are positive steps being taken; more companies are using digital platforms and checking on their online reputation, but comprehensive, wider-reaching policies are needed now more than ever.
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