Cyber bullying has received increasing attention over the past decade. Drawing on a longitudinal research study which examined the introduction of the use of social media into one publicly funded medical practice based in the United Kingdom, a case study which is of particular value in the light of there being decreasing opportunities to examine organisations which have yet to commence using social media, this study reveals that the perceived risk of cyber bullying plays a significant role within the workplace, influencing the actions individuals take within that context. Identifying that the need to manage the introduction of the use of social media is a task which is shaped by the nature of the workplace organisation, this paper reveals influences on the cyber bullying perspective. It highlights the significance of effectively managing the introduction of the use of social media, as well as the expectation that organisations handle to the satisfaction of the targeted worker any cyber bullying behaviours which arise. Also identified is the need to manage worker perceptions in relation to the social media-using expertise of those who might be tempted to undertake cyber bullying activities.