Corporate training for developing social media literacy skills: personalized approach

Abstract

Today social media can be a highly effective tool in business by attracting new customers, getting their feedback, building loyalty, and increasing a company's market reach. However, what happens when it goes wrong? One of the most common problems with social media is that information that was previously private can now be presented to the world by one mouse click. Employees are directly linked to their employers on social media, so if an employee writes a controversial statement online, reputational damage to a company can be devastating. Hence, employees should receive basic social media literacy, to have the proficiency to communicate appropriately and responsibly. The only providers of this educational content for learning and development (LD) divisions are established media outlets that could force positive changes to the way companies learn. Upskilling and reskilling of employees have become a significant objective in strategic development for many companies, according to LinkedIn research. One-size-fit-for-all training approach is no longer effective. Therefore, even the development of social media literacy skills should be personalized. The study aims to determine: 1) contemporary understanding of media literacy skill in business context; 2) characteristics of the personalized learning (PL) environment that impact on learning outcomes; 3) personalized learning tools. Theoretical analysis is used to identify contemporary empirical studies associated with the implementation of PL in corporate learning between 2018 and 2022.