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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

Business use of social networking

Kurt DeMaagd

Michigan State University

kdemaagd@msu.edu

types of use
Types of Use
  • Access by employees
  • Use by business
employee access
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
slide4
But…

Approximately 70% of CIO’s also claim to use social networking for business

the fear of social networking
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
controlled access
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
marketing
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
methods
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
recruiting
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
internal use
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
summary
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