Social media is not delivering the desired result for the majority of enterprises worldwide, according to a global trend report published by Tata Consultancy Services. Very few (10 percent) enterprises have actually benefited from investments in social media.
Consumers do use social media to interact with companies but findings of the report indicate that only 27 percent of research and development/product development and 37 percent of product management departments read social media comments from consumers on a regular basis. Eighty-one percent of those who are benefiting from social media go beyond just having company pages on social networks and have corporate blogs....
Social media is revolutionising the workplace. With more than 1 billion people with accounts registered on Facebook, 150 million LinkedIn users and almost 350m tweets flying around the web each day, it offers a rich environment. The potential commercial benefits of using this cheap and instantaneous method of communicating with a global audience are obvious. But with opportunity comes risk.
To maximise the benefits of social media, employers need their employees to become part of the online conversation. It is estimated that 45% of employers are actively using the forum as a marketing tool and encouraging employees to engage, yet only 24% profess to have taken steps to control employees' behaviour. This is asking for trouble.
While many in the workplace, even today, fail to appreciate the potential ramifications of their online conduct, the competence balance is shifting to the sophisticate capable of bamboozling the boss with techie terminology and hashtag proliferation. A classic demonstration of this trend was witnessed recently on HMV's official Twitter account when its social media planner, Poppy Rose Cleere, live tweeted the "mass execution" of 60 staff members.
Whether through ignorance or malevolence, there are now many high profile examples of the corporate dangers presented by the use of social media. Yet, in just about every case, the situation need not have arisen. It is time that lessons were learned.
Employers should adopt a holistic approach to their social media strategy and heed the following tips.
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