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HUMANRESOURCES

Social Media 102: Business vs. Persona by Cortez NaPue

I

f you’re not yet into social media, you’re not a part of 1/3 of the world’s adult population. According to the Nielsen Company, the global average time spent per person on social networking sites is now nearly five and half hours per month (February 2010 data), with Facebook accounting for the majority of that time. With all of the recent changes and innovations in social media (particularly with Facebook), that number has surely increased. Some 1 billion people are accessing social media nowadays and it is no surprise that businesses are quickly following suit. The Forum of Private Businesses reports that 69% of SMBs (small-to-mid-sized businesses) currently access social media sites, again, with the majority of the usage coming from Facebook. Among businesses and consumers alike, social media use is becoming more ubiquitous by the day – however, there are stark differences between personal and company use.

The Intent

connected and to facilitate an easy communicative

Social networking in business was founded on a

founder of Facebook said in 2010, that his initial intent

completely different premise than personal social

for creating Facebook was to create a “visual directory in

networking. Businesses identified sites like Facebook,

which people with common interests could stay in touch.”

Twitter, or LinkedIn as platforms for marketing and

Today, it has morphed into not only a communication tool,

consumer engagement. Soumitra Dutta of the Harvard

but literally a way to rate the world. With Facebook, if you

Business Review clarifies the reasons so many businesses

come across something that you’re interested in on the

have joined the social media bandwagon, saying social

web, you can ‘Like’ it or share it with a touch of a button.

media sites “provide a low cost platform on which to

On Twitter if you like what you see, you can retweet it.

build your brand, allow you to engage rapidly and

Every time you like, share, or retweet something, you

simultaneously with peers and customers, and they give

are essentially boosting its popularity on the internet.

you an opportunity to learn from instant information and

However, you can also attach negative comments to most

unvarnished feedback.” Businesses access social media

things shared this way, fundamentally giving what you

to share information, but generally only when it pertains to

shared a negative “rating.”

their company or industry. It is not so much about sharing opinions or thoughts as it is about engaging consumers

Do You Trust Me?

and maintaining customer relationships.

The unfortunate reality is that for many businesses, both

Personal social networking began with something entirely different in mind. It began as a way to keep people

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Bellwether Magazine | Third Quarter 2011

environment for information sharing. Mark Zuckerberg,

public and private, social media is a nuisance and is treated as such. The culture of trust is all too frequently absent for many organizations. Employees are often reluctant to

Bellwether - A Blytheco Magazine - Get Social  

When talking to leaders of small to medium-sized businesses, there seems to be a growing fear of becoming involved in social media in one wa...

Bellwether - A Blytheco Magazine - Get Social  

When talking to leaders of small to medium-sized businesses, there seems to be a growing fear of becoming involved in social media in one wa...