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Prevention and promotion foci were both observed among managers and differed per communication model. Managers who used dialogic models of communication were primarily promotion-focused and emphasized opportunities to improve stakeholder relations, while managers who used one-way models were primarily prevention-focused and highlighted the risks of social media (e.g. the risk of employees publishing messages that contradict corporate communication and confuse stakeholders). Social media governance differed depending on regulatory focus. In the prevention scheme, managers usually attempted to regain control by restricting social media to private use only, while in the promotion focus managers trained and facilitated employees for work-related social media use, to various extents.
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