As recently as a decade ago, businesses struggled to handle a wave of social media platforms, unsure of how employees’ personal posts — or scarier, personal posts about their professional lives — might reflect back on an organization.
Of course, they eventually got on board. Today, 97% of Fortune 500 companies rely on social media for marketing, and more than 50 million small businesses use social media platforms like Facebook to connect with customers, according to market and consumer data provider Statista. But once again, the rise of video-based platforms like TikTok is challenging workplace norms, and businesses are scrambling to build guardrails around workers who are livestreaming from the office and posting transparent stories about company culture.
