Social Networking in the Workplace |
A recent U.S. study showed concern among business executives that the use of social networking in the workplace can lead to undesirable outcomes, citing productivity and damaged brand reputation as the leading reasons. As a result, many employers are blocking employees from specific social networking sites, but what they may be missing out on is the opportunity for employees to utilize social networking to build relationships and a company’s brand. It’s a double-edged sword with very sharp edges. The study found that 40 percent of companies technically block their employees from accessing social media while at work, while paradoxically, the overwhelming majority of executives feel social networking sites are an important business tool. (Source: Russell Herder And Ethos Business Law, August 2009) Highlights of the survey:
The use of sites like LinkedIn can be very useful for employees and business executives alike, as this site is aimed more at a business audience than a recreational one. For example, I recently received a voicemail about a possible new business opportunity. I took the name and number down, searched the contact on LinkedIn and instantly had a business background about the person contacted that me. From their page, I was able to view link to their company’s website (which was not coming up on a Google search) and return the call within a half an hour with at least a rudimentary knowledge of the company’s business. Being in the client service industry, this is a valuable tool which I would like all my employees to have access to. I also want my employees to talk to their contacts about the new and innovative things happening here, as it builds our reputation and our brand. It can become a tool for recruiting and endorsement. Ah, but there’s the other edge of that sword, disgruntled employees can also demean and defame the brand. So each company exec needs to weight the pluses against the minuses; potential lost productivity through overuse and abuse and possible brand damage vs. possible increased business intelligence and brand reputation enhancement. Social media like any other business tool (such as internet access, phone calls, photocopier, etc.) should be part of a formalized policy to ensure the privilege is not abused with clear parameters for use regarding when and how these sites can be accessed as well as what content can be posted while on company time. It won’t be perfect, but we have to start somewhere. - Jim Kabrajee, Partner, jimk@marshall-fenn.com |
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Here’s my Phone Number, E-mail Address and Facebook Profile |
With the continuous development of social media networks, PR professionals – as natural communicators – are jumping onboard. Their reasons are many, but most are a combination of professional and personal curiosity. Yet, an interesting dynamic occurs when the professional and personal lives collide on sites like Facebook. Originally intended to help college students connect with one another on campus, Facebook has grown beyond its humble beginnings and (particularly in Canada) has become nearly ubiquitous. While companies around the globe grapple with whether they should restrict employee access to social media sites, PR folk will eventually have to decide if they want their personal lives on Social Media networks to meld with their professional world. Services like Twitter have proven to be easier to integrate into the professional communicator’s world, but there’s an argument to adding a PR person’s Facebook profile Web link to business cards and e-mail signatures. This goes double for those in close-knit industries where relationships with journalists are often a key to success. But also consider the future. There’s a growing demographic for whom Social Media isn’t simply a place to share photos and stories; it’s as integral a communications tool as the mobile phone or e-mail. Effective media relations has always necessitated organizations identify an easily accessible contact to provide a prompt response to a journalist with a need. But where deadlines used to be measured in days or hours, with the advent of blogs and online publications they’re now measured in minutes, even seconds. For a new generation of journalists, bloggers and online influencers, services such as Facebook, Twitter and MySpace are critical tools that help them drive eyeballs to their paid professional work. They also serve as a platform to develop new forms of dialogue (such as Twitter chats) with consumers, raising their profile with the public and, by extension, those in the PR world. So where does one draw the line? Do you accept a Facebook friend request from a journalist you just met? What about one you spent a week with on a media trip? What if it’s two people in a client-agency relationship? Do you create a profile for business and a profile for your friends and family? Or is it a moderated melding of both? At its core, Social Media is about providing avenues and opportunities for conversations between groups of like-minded people. It used to be that PR would speak to the public through media relations during regular business hours. More and more, though, PR is expected to join a limitless online conversation facilitated by someone with a measureable online presence. The job of getting the message right is still there, it’s just that the mouth piece has become louder and everything that’s said goes on record – verbatim – for all to consume. Whether it’s a crisis or an opportunity, how long does the PR profession have before the media not only expects an immediate response, but one using the same medium as the question was delivered? How we approach and manage this phenomenon requires as much forethought and planning as developing the message itself. - Chad Heard, Senior Consultant, chadh@marshall-fenn.com |
