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Business use of social networking

Business use of social networking. Kurt DeMaagd Michigan State University kdemaagd@msu.edu. Types of Use. Access by employees Use by business. Employee Access. Approximate half of all business completely ban access to social networking sites

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Business use of social networking

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  1. Business use of social networking Kurt DeMaagd Michigan State University kdemaagd@msu.edu

  2. Types of Use • Access by employees • Use by business

  3. Employee Access • Approximate half of all business completely ban access to social networking sites • 90% of businesses restrict access through formal and informal mechanisms • One study found a 1.5% decrease in employee productivity among companies with unrestricted access

  4. But… Approximately 70% of CIO’s also claim to use social networking for business

  5. The Fear of Social Networking • A dangerous lack of precedent • Unrestrained access may result in liability risk • Restraining access may result in discrimination, privacy, and first amendment problems • Hence, many companies completely block access or completely ignore the problem • The alternative often requires a lot of lawyers to develop an official company policy

  6. Controlled Access • In spite of the irony, many companies ban employee access, but still use social media • Uses • Primarily a marketing tool • Some recruiting • Some internal coordination

  7. Marketing • Viral marketing • People trust their friends recommendation • But does that translate into corporate friends • May be better at mobilizing existing fan base • Especially if there is an existing network • Some topics just work better • Especially if it can be entertaining

  8. Methods • Pick your social networks carefully • Don’t just assume Facebook and LinkedIn • They need to match your audience • It may not be a formal web site • Pick a few and do them well • Many experts recommend only 1 or 2 sites • Stay current • But you don’t want to be spam either

  9. Recruiting • Used to identify potential recruits • A technology augmentation of an already common hiring approach • Used to disqualify potential recruits • The more notorious use • About 2/5 of recruiters google a candidate’s name • Check profiles • Check videos and other postings • Some privacy, discrimination, and accuracy concerns

  10. Internal Use • Although individual use is often discouraged, it does have some benefit • Sometimes use SNS to replace internal message boards • Internally developed tools • Public utilities/Facebook • Can also leverage other forms of corporate communication • Email monitoring software is particularly popular

  11. Summary • A lot of concern for business use • Lots of potential • But corresponding liability • Most business use is more structured • Primarily seen as a marketing tool • But has other purposes too

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