According to a study by Russell Herder and Ethos Business Law, senior US marketing, management and HR executives are concerned about the risks of increased use of social networks within their companies. 51% percent of these executives fear social media could be detrimental to employee productivity, while 49% assert that using social media could damage company reputation.
Despite these apprehensions, says the study, social networking is being accepted as a key communications strategy. According to survey results:
- 81% believe social media can enhance relationships with customers/clients
- 81% agree it can build brand reputation
- 69% feel such networking can be valuable in recruitment
- 64% see it as a customer service tool
- 46% think it can be used to enhance employee morale
The most popular vehicles being used include:
- Facebook (80%)
- Twitter (66%)
- YouTube (55%)
- LinkedIn (49%)
- Blogs (43%)
Much of senior management’s direct experience with social media appears to be reactive versus proactive, concludes the report. 72% of executives say that they, personally, visit social media sites at least weekly:
- 52% to read what customers may be saying about their company
- 47% to routinely monitor a competitors’ use of social networking
- 36% to see what their employees are sharing
- 25% check the background of a prospective employee
The national survey, which assessed social media workplace trends and adoption of policies governing social media, found that fewer than one in three respondents say their organization has a policy in place to govern social media use and only 10% of companies have conducted employee training on it.
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