How Companies Are Using Business Social Networking
Note: The following, How Companies are Using Business Social Networking, is the second of a three-part article written and
graciously contributed by
Michael Wagner, an IT professional living and working in the Metro
Detroit area. Michael specializes in helping small businesses with
their IT needs. To contact Michael with questions, or for IT
assistance, please email him at michael.edward.wagner[at] gmail.com. Click Here to read Part One.
How Companies Are Using Business Social Networking
According to a survey, the number of organizations that allow social
networking for business purposes has increased to 69% in 2008, up 37%
from the previous year.
Respondents said their organizations use
social media to build and promote their brand (63%), improve
communications and collaboration (61%) and increase consumer
engagement (58%). One third of respondents indicate their
organization plans to deploy internal-facing communities and the main
goal is to increase knowledge sharing and employee collaboration
(Nokokis, 2008).
Businesses sometimes find it hard to start such
types of initiatives. What seems to work best it to use these types
of solutions to support a change in operations or modification of
culture, but you should try to link it to a specific business
objective.
Organizations should review and understand a recent study,
"The Art of Engaging the Customer: Proactive Steps to Delivering a
Differentiated Customer Experience". This study found that 83% of all
respondents stated that online evaluations and reviews now influence
their purchasing decisions and 32% had personally posted feedback or
reviews after their experience with a service or product (Wliton,
2008).
Another study, "Cone Business in Social Media Study", polled
1092 adults in September of 2008: 60% currently interact with
companies through a Social Media forum, 93% believe a company should
have some type of presence in social media and 85% feel companies need
to interact with customers in the same medium. Even with all of these
studies and evidence, many businesses are struggling with the issue of
how to effectively measure this type of social media in the workplace
and the effect it will have with productivity.
The Pros Of Using Social Networking in the Business Environment
Some of the pros or advantages for an organization is that many
college graduates are expecting these types of media for the
businesses they work at and interact with. Many executives realize
that social networking through this media may be the way to do
business and could potentially replace phone and email. The more that
businesses network with communities the more their brand gets exposed.
If businesses can respond to the community, consumers feel heard.
Any online versions of your material and media now becomes
search-able.
The Cons
Some of the cons or perceived disadvantages are that if
social networking is allowed within the organization it would created
wasted time on a large scale or potentially expose a firm to security
risks.
John Mariotti stated one of his ten reasons he won't use
social media as "Real business people realize that this social
networking trend is superficial. True relationships may originate in
email or other similar venues, but must become personal and not
electronic to be of meaningful value." Every organization must weigh
their options, but also remember their competition may being using
social media.
Move On To Read Part Three:
Business Social Networking and You: Using Social Network Marketing to Promoting Yourself.
Questions? Comments? Criticisms? Have something you want to say about business social networking? Please, contact us today.
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