Social media networks have changed the company/human dynamic – for employers, employees and candidates. They offer platforms for two-way communication, both broadcast and one to one. They offer wonderful research fodder to the company you may want to work for as well as the human you may be about to employ. What do companies and individuals need to know to take advantage of this, or at least stay out of trouble?

✹ The most obvious scenario, in which companies are leveraging social media, is in establishing a robust dialogue between the company’s employees and its customers. Done well, this can help to shape new products and services (think crowd-sourcing and co-innovation), fine-tune supply chain decisions and create strong brand advocacy.