Pros and cons of Social Networking in the Workplace

Social networking platforms are beneficial to workplace environments. Technological advancements in social networking have led to higher demands of communication through such ways. This increase in enhancing a new way of communicating has led to increased productivity within the workplace environment. As these networks make it easier to communicate more efficiently and effectively, more work is able to be completed from an employee of a workplace. In addition, these networks can help the workplace understand what customers think about their current service through surveys and questionnaires. However, some argue that the implementation of technology creates invasive teamwork which can create less real-life interactions.

Social networking has many positives for both companies and individuals. This however is debated as a countless number of companies in today’s modern-day society are still in doubt as to whether or not to allow their employees to access social networking. If they do allow access, companies worry about the harms of allowing them to access these websites However, such firms should take note that there are positives to using social networking sites and applications in the workplace that do not only affect the employees in a beneficial way but also the whole company in general.

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Social media is evidently not going anywhere anytime soon. Managers and supervisors are starting to recognise that social media facilities all parts of their organisation. Even if a business has no intent of exercising with the use of social media, its employees are. Social media sites such as, Facebook and Linked-in have specific content tabs to list your workplace for potential job openings or advertisement. In addition to the staff making a social media existence, clients and customers are also doing so. Clients can help business’ fail or grow, and customers can do the same. With the internet in the palm of almost every person in Australia’s hand, it is easy-going to mention a comment about service, products or even staff complaints. An example of a good site, Vanish.com, allows employees to give pointers/advice to their company on a forum board. This website allows individuals to post about the treatment of stuff, other employees, and the salaries in which they earn. Furthermore, possible candidates for the job at this company can find out about the profession at this workplace before applying for a position (Bhutta 2010). Many companies within Australia look for response and use social media to obtain that feedback whether its good or bad. When establishments receive earnest feedback through social media, they are able to use this to their benefit in all facades including training, branding, and recruiting.

Social networking can be expended to enhance the company’s appearance. If a business has entrance to social networks, this can advance its image. According to Kelleher (2009), “building [a] strong social network can help a business to improve its reputation…and that social networks can boost the image of an enterprise as thought leaders in the field and customers start to acknowledge the enterprise as reliable an excellent source of information/products that meet their[customers] requirements.”

This can help a company enlarge its research and increase its customer base. This is indeed the case as an initiative can promote its services and products to the consumers of these media platforms. The businsess can also apply these social networking sites to get new customers for its services and products as through the sites the business can do a survey of those people who know of or use their products and services and then aim to target at those who do not know about their product or service. Kelleher (2009) agrees with this for he says that “using a social networking site like Facebook can help a small business target a large audience without having to do much advertising”.

By a workplace having a core social network an enterprise they can easily keep records and statistics of the employees much simpler. According to DiMicco et al (2008), “a social network can be a new source of information for the enterprise and new possibilities for understanding the workforce”. This can enable the managers at the business to improve their own understanding of their workforce. Furthermore, social networking sites can help to increase its customer base. A company can mine its employees' friends on social networking sites and aim to target them as new customers for its products/services. Laudon and Laudon (2007) both agree by saying that “social networking can be used to expand the number of an enterprise’s business and social networks/contacts and also to link people through mutual business thereby enabling them to mine their friends for sales leads”. This is an effective way for any company to increase its customer base because it may be easier to persuade people who have a joint relationship with your employees to use your products or services than it is to persuade people who have no relationship with the business its products at all.

A business can additionally use social networking sites to have a closer relationship with its customers. They can easily form their own group in a social network where all its present and potential customers can join and gain access to the deals and offers that the company has to offer for followers of its group only. Kelleher (2009) agrees with this in that he says that “social networks provide an opportunity for businesses to reach out and target groups of customers”. He also agrees that businesses can inspire customers to connection to their network of friends and followers in the social networking website in order to access special mark-down reductions given only to those customers who are online followers to the production.

Problems however include employment discrimination and possible disadvantages. From a simple click of a button it is easy to find out personal information about any employee that may be negative to what the values of the cooperation may be. For example, if an individual is known to be quite inappropriate on social media by constantly swearing and making racist remarks, they can be viewed at by the employer as not suitable for the job. Facebook allows you to find out heaps of information that is not job-related. “Some employers may discriminate on the basis of these examples and could face legal ramifications as some are protected by law (Acquisti, Gross, 2006)”. In addition to discrimination, recruiters might run into visibility disadvantages. Some age groups and/or ethnic groups may not be privileged to these sites thus making them unable to get their information out there for the recruiter to see. Though recruiting has been made easier due to social media, recruiters have to be careful and make sure they are using sites that are not discriminating.

Through online media pages, customers also have the ability to assess your business online which could be beneficial. With that being said though, one bad review can range across the internet in seconds. It can cause people to be doubtful of your brand. It can also cause you to lose customers. Once your status is compromised it is very problematic to regain the trust and respect from customers of a set target base. Therefore, businesses need to aware of their customer service and reputation when branding their company. Another problem of using social media reaction from clients as a branding tool is that investing into social media advertising doesn’t always generate sales or customer growth. Indeed, it does give customers the opportunity to view your information, but it doesn’t make a particular person love your company or product straight off the basis of the advertisement through marketing.

Companies can spend millions upon millions of dollars on branding and marketing exposure to make something look appealing, but if the product isn’t good, it isn’t good. In the same resemblance, if a customer has bad service it won’t matter how the product was branded. Companies still need to have a solid product or service and be able to stand by that with or without social media. In addition, there are a few hidden costs associated with using social media as a branding tool. Many people don’t think of the overhead cost. Meaning, someone has to be there to monitor social media, post on sites, go to events, etc. Although it doesn't cost much if anything at all to post on a website it does cost the company through payroll expenses.

The social networking concept that is quickly gaining acceptance from everyone in all steps of life from students to CEOs and senior managers of big businesses. They see social networking as a quick, cheap, and effective way to keep in touch and communicate with their friends and family; and customers, and employees, in the case of CEOs and senior managers. Social networking sites are both beneficial and risky for any company. The major thing that perturbs most businesses of today about allowing employees access to social networking sites is that they have no control over the information being passed by the employees. Most social networking sites ask for so much information when one is joining and at times, this information can be used against the individual and may eventually be used against the company. However, with social media it is much easier and more efficient to train individual employees across the world. Being able to log onto the internet at any time and join a web conference is an amazing resource which should not be taken for granted.

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