According to new data from ScanSafe, a web filtering company, companies are cracking down even more on employee use of social media sites in the workplace. They indicate that 76% of companies now block social media sites, a 20% increase over the past six months, making social media sites the most blocked type of site within companies. ScanSafe says employers are linking the negative impact of productivity to the use of social networking, online banking and Webmail.
Before blocking these sites, are companies thinking through how they could use social media to benefit the company? Using social media appropriately can be used to increase customer service, and can help boost employee engagement.
Other sources, such as Watson Wyatt Worldwide, suggest social media is the new frontier for companies to communicate, especially internally. They compare companies' productivity fear to the 1990s productivity fear, which was based on allowing the internet into the workplace. They recommend taking the same steps as in the 90s - establish clear acceptable usage guidelines while also adopting social media for internal purposes.
On the sales and marketing side of the business, companies are rapidly embracing Facebook, Twitter, YouTube and other social media sites to promote the company, build traffic to their website and retail locations, as well as buzz about their products and services. Effective HR communicators know that employees need to understand the role they play in your company marketing. Do your employees understand the company? Its products and services? Its goals? How you market your business - including on social media sites?
Of course, there may be some employees who abuse the privilege of having access to social media sites. But the other benefits to allowing employees to access these sites - higher employee engagement, better customer service, etc - can far exceed the downside.
Establish some rules around usage - appropriate sites to visit on company time vs. over the lunch hour, limit the amount of time allowed on social media, posting to company sites, etc. Once your policy is in place, be sure to send your employees links to the company marketing social media sites, so they can understand what the company is doing, and become a more engaged part of the team.
How is your company handling social media with its employees? Have you blocked access to social media, or do you encourage employees to learn the technology? How have you used social media effectively for your employees? We'd love to hear your thoughts and ideas - click on the comments section below and let us know what's worked for you.
Nice post Jane. I think it's time for companies to incorporate social media and Internet usage policies into their overall corporate communications policies.
Not just is this a productivity issue, but as you point out, also a customer service/public relations issue. Firms that restrict or cut off completely their employees' use of social media are at the same time cutting off a valuable (and often free) communication channel with current customers, prospects, the media and other stakeholders. If you are trying to position your employees or at least your company as a leader in your market or industry, having an ear to (and a willingness to listen to and engage in) the online conversations relevant to your business increases your organizational voice and impact.
Posted by: Rob Bunting | September 8, 2009 at 02:42 PM