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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Successful Consumer Engagement on Twitter |
It is almost a certainty that the later years of this decade will be remembered for the rise of social media and its affect on communications. Communicators must now (at the very least) monitor social media sites to gain an understanding of their company’s perception online; however, it is now becoming essential to be part of the conversation. Many wonder if communications on a social media site like Twitter can translate into profits and help engage the consumer in a healthy dialogue? Rumours can certainly move quickly on Twitter and can quickly poison reputations; on the other hand, interesting stories and ideas can move your message just as quickly. As with any successful communication tactic, joining the conversation on Twitter will need to be strategically planned and carefully executed. Sound strategic planning outlying clear objectives can lead to online success. Here are a few large companies that have established a successful presence on Twitter, communicated effectively and a brief summary of the objective they met: Dell – http://twitter.com/DellOutlet The computer giant recently attributed more than $3 million in sales to Twitter since launching in 2007. The company has more than 800,000 followers on Twitter and regularly “tweets” coupons, clearance events and sales on refurbished products. Objective accomplished: increase sales of refurbished product. Comcast –http://twitter.com/comcastcares Engaging the customer directly through Twitter, the company has used the social networking site as a direct “help” desk and put a face to its communications by hiring a Director of Digital Care to respond directly to inquires. So far, the company has had online conversations with thousands of customers. Objective accomplished: improved customer service reputation. Whole Foods – http://twitter.com/WholeFoods A chain of supermarkets, which specializes in organic and natural foods, have used Twitter not only to provide updates on the products which they have available, but also to post links on articles relating to health, recipes and diet. The constant dialogue is creating conversations with customers Objective accomplished: enhance dialogue with customers by creating an active online community. These examples are only a few of the bigger companies utilizing Twitter, but there are many smaller businesses with niche products creating engaged customers online. Small companies are finding Twitter a comfortable way to provide tips, trouble-shooting and updates to their customers. Twitter currently has more than 14 million web savvy consumers to be reached and the conversations on the site move at a faster pace than email. Twitter also has a high rate of users who only log on regularly for only a brief period, so the attention span is short. The key to the successful Twitter interaction is much like meeting someone at a party, if you can’t offer an interesting conversation, the party guest will move on. Effective response times is measured in minutes, not hours, so entering into the Twitter communication world is not something to be done frivolously. Like any other successful tactic, it needs to be maintained, monitored and nuanced to fit into an overall strategic plan. Our next blog will examine media relations through social media and how public relations practitioners are adapting social media into their personal social media lives. - Trell Huether, Account Director, trellh@marshell-fenn.com |
