February 3rd, 2010
Wine & Hospitality Ezine
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Why Businesses Should Not Ban the Use of Social Media at Work
DigitalMediaWire recently published an article stating that the majority of U.S. companies ban social media sites at work. The stats break down like this:
- 54% of business block employee access to social networking sites
- 19% allow social networking for work-related purposes
- 16% allow limited personal use
- 10% allow full use
Further, according to a study cited in the article, "94% of companies are continuing to invest in online communities and social media." So, more than 50% of businesses now block social media sites at work, yet 94% are acknowledging the importance of social media, and are either currently using social media or have plans to in the near future. An interesting dichotomy don't you think?
It's good news that more companies are grasping the importance of social media, as it's huge growth is predicted to continue at the same frenetic pace. According to David Armano from the Harvard Business Review, "social media will get even more popular, more mobile, and more exclusive." As more of these predictions come in, companies are quickly opting out of (or at a minimum, paring down) what they spend on traditional marketing, and instead putting their resources to work on their social media strategy. I'm sure by now you have all heard that that Pepsi has dropped their Super Bowl advertising in favor of social media. According to a press release, "for the first time in 23 years, Pepsi opted to take a different approach with its annual advertising budget. The carbonated beverage company is moving from the TV to the Internet, by giving away over $20 million 'to move communities forward' in a social media advertising campaign called The Pepsi Refresh Project."
What is a company to do, when adopting social media as a marketing strategy, while at the same time banning its use by employees? I believe companies should stop operating out of fear in regard to social media, fearing loss of productivity, the possibility of employees saying negative things about the company, their product(s) or perhaps even their boss; and instead treat social media as they would any other new technology. If you had new accounting software installed, or got a new POS system, would you ban those that did not know how to use them, or would you train them?
Training employees in the proper use of social media will encourage personal responsibility, motivate employees, provide greater job satisfaction, and lead to improved productivity. Employees who connect directly with customers will increase their impact on the business, which builds more loyal, passionate employees. You know that keeping employees happy, motivated and productive is crucial to your success. Some say that social media use at work leads to lower productivity, I, however, disagree. I believe that unproductive employees will find a way to be unproductive whether they are allowed to use social media at work or not. You should hire for attitude & aptitude, and train the rest. And it's high time for social media to be a part of every company's training.
- Margie
PS - Here is a great video on the subject from Attack of the Show.
Do you need help with your social media strategy or training? Call me at 707-933-0687 or email me!
Posted in Human Resources, Social Media
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