Social media have made it possible to easily connect with people all over by changing the way we communicate. Social media sites have not only influenced individuals on a personal level, but are also an important tool in the workplace. As these practices become more valuable to companies, they can also become more harmful if not managed properly.
Businesses must recognize that social media plays a very important role in all aspects of an organization. These platforms can be used to advertise merchandise and brands, rate products and services, share information, etc., all which engage clients and potential clients with your brand and your business. What sometimes goes overlooked is that it isn’t solely your company’s official social media presence that is shaping your brand image; it’s your employees’ social media use as well.
The more people are talking about your business, the more your image is formed. Any positive or negative word of mouth can influence customers, potential job applicants, or possible referrals. One study showed that 91% of recruiters use social media in their recruiting process. But this works both ways. Not only is an individual able to be searched online in the interviewing process, but the individual can use social media to search the company and it’s employees as well. 80% of Americans have a profile on a social media site and that number has continued to climb. It may be beneficial to your company to set ground rules for employee social media use. Often times this includes not posting anything negative about competitors or employees setting their sites to ensure they are private to users who haven’t been approved. Whatever method you choose, it’s important to know that your employees are sending the right message about where they work.
The use of social media in businesses has dramatically developed over the past couple years. In 2012, companies were nearly twice as likely to have a social media strategy in place than in 2009. Also increasing is the percentage of companies who find their strategies have been successful, but still only sits at 30% in 2012. Companies are still struggling to see direct benefits from social media campaigns, but their presence isn’t a waste. A company presence in user conversations and information sharing is vital to shape the direction of their image. An absence could leave people creating a reputation that company doesn’t want and could be harmful in the long run. The benefits here come from being as actively engaged in your brand creation and its reputation as your users.
In addition to what you share with your clients and followers, internal social media provides easy ways to share and access information and ideas from anywhere. Just like with any social media however, it’s important to use it in the right way. In one study, 46% of companies were hesitant to adopt internal social media because they worried employees would misuse time on the system. Other companies will monitor social networking sites at work for this reason. Now more than ever, both employees and businesses need to be conscious of what is circling the web, that could potentially get them in trouble. But if used correctly, social media provides new and exciting ways to engage employees and customers and provide numerous benefits to companies of all sizes.