Social Media - Time Wasted?

There are two sides to most arguments, and the social media vs. worker productivity issues is no different. Every now and then a group of analysts, who probably collectively have 4 Facebook friends between them, scheme up an obscene monetary figure that represents the amount that businesses are losing due to social media. A BBC piece recently suggested UK businesses are losing up to 1.4 billion pounds ($2.3B). Firing back on the other side are workers, barely able to pull themselves away from the latest Twitter trend, who contend that social media has "real marketing value". Other research isn't so conclusive. OK, somewhere in the middle there is the truth. How can a company combat and encourage social media at the same time?

Here are some suggestions that I would recommend based on my experience in establishing social media program for my company.

• Set clear rules and regulations as it relates to social media in the workplace.
  Who can say what?
  When can you do it?

• Encourage the "bean counters" to get involved in social media.

• Make company spokespeople show their activity online.
  Who are you talking to?
  What are you saying?
  Why are you saying it?

• Track results, both hard statistical sales results and more ephemeral outcomes.
  Google analytics and goal conversion
  Scout Labs to measure trends and attitudes

A top down adoption of social media as a tool is essential. A bottom up acknowledgement of the proper use of social media is essential.

I think to properly utilize social media effectively organizations need to understand how to funnel information accordingly. Upper management should be funneling pertinent information down the chain so that those who are actually broadcasting social media messages are on task. The funnel should filter out everything that isn't relevant. Sometimes the most important things aren't the most relevant things. Social media practitioners should be aware of this and should have the authority to decide what is relevant and what isn't.

From the opposite end, workplace social media users should be aggregating interactions and funneling the most important things up the ladder. Issues of product safety, customer service, and the like should be of utmost importance. Trends, and not singular instances, in product design feedback should also be passed along.

Arguments will always exist for and against the use of social media in the workplace, but an adoption of a standardized procedure should help enhance any business.