Times are Changing, So Should the Workplace

(The following is an article I wrote for my business writing class arguing that employers should be allowed to use Facebook at work.)

Social media. What’s that? Put simply, it is a technological innovation that has the potential to change how business of all sorts is done.

Gur Tsabar made a strong argument in a recent PR Week article, as he wrote:

“The organization of tomorrow will today understand that it must evolve to operationalize around its communications function. That is the fundamental shift necessary to successfully communicate in this highly fragmented new media environment. It is also the line in the sand that will ultimately separate the organizations that continue to view new media tools as an end from those that fundamentally understand that new media tools are but a means to achieving a new, more engaged reality. So if ever there was a time to reinvent the way your organization communicates, now would be it.”

You may be asking yourself, what does this have to do with me? Whether you are the CEO of a large organization or an employee who spends most of the day in front of a computer screen, social media is an issue that you should be aware of.

As our country knows, times have changed. Hence, so must the ways that we conduct business. We are living and working in a different world today, and a dwindling economy has made everyone’s future uncertain. As we face many obstacles and have limited resources to deal with these issues, social media is a valuable resource that has the capabilities to help businesses everywhere survive and succeed.

One of the most popular and well-known social media tools out there today is Facebook. In 2007, comScore reported astounding increases in the numbers of people using Facebook. There was an 181% increase among users between the ages of 25 and 35, and users 35 years and older went up by 98%. As the statistics indicate, a lot of people are on Facebook, and businesses are missing out if they ignore this on-line meeting room of individuals.

As with the introduction of most new ideas in society, there are many who are against the use of Facebook in the workplace. Unfortunately, these skeptical individuals do not fully grasp the ways in which this social media tool can benefit companies in so many ways.

Opponents of employees using Facebook worry about a decrease in productivity. They are concerned about wasting money on employees who sit around and look at people’s pictures and update their Facebook statuses all day instead of concentrating on the work that needs to get done. But let’s be honest, an employee who doesn’t want to do the work is going to find a way to stay occupied whether or not they can access Facebook on their computer.

Mike Stopforth, a speaker who teaches businesses how to use new Web 2.0 technologies to their advantage, makes an excellent point as he says: “Employees also waste time talking to friends and texting on their personal mobile phones but you don’t ban those. For crying out loud, your employees waste time with email. Why not ban that too. Heck, let’s ban all electronic communication. That will really up productivity.” Even the slightest distraction has the potential to impact a person’s productivity, so let’s look at how using Facebook in the workplace can make employees more productive instead.

Facebook is a valuable business communication tool, for both internal and external purposes. Groups can be created to revolve around specific topics, and group members can share their ideas with one another through discussion boards. One example of how Facebook has been used to bring employees together is the group that IBM created. The IBM Facebook group presently has 11,394 members, all current or previous employees of the company. IBM employees who may have never known about one another beforehand now have the opportunity to interact and develop a business relationship via this on-line resource. Additionally, those who work together on a regular basis have an opportunity to learn more about their fellow colleagues and interact on a new level. Better company communication sounds like a plus to me.

Facebook is also a valuable tool for promoting and selling your business. Microsoft took note of this as they made the decision to take a $240 million equity stake in Facebook in 2007. Microsoft recognized the unique opportunities that exist with the growing popularity of Facebook, and it is time that other businesses do the same.

In a struggling economy, it is necessary that businesses make smarter decisions about their advertising, marketing, and public relations strategies. Having a presence on Facebook can be extremely beneficial. One useful application in particular is Facebook advertising. By putting an ad on Facebook, you can tell over 175,000,000 people about your business. You also have the opportunity to target specific ages, genders, and locations. Additionally, no longer are you stuck with a static ad. If the statistics Facebook gives you about who’s clicking on your ad doesn’t meet your standards, then you can easily modify the content until you get the results you want.

Doing business on Facebook is smart. But when do you expect all of this to get done if you don’t let your employees get on the site while they’re at work?

If you are still a little skeptical, let me ask you a few questions. Why would you want to let an opportunity like this slip through your fingers? Are employees really being “unproductive” when they’re building professional relationships with people they may never get to talk with in person? Is the extra bandwidth they use while on Facebook that much of an inconvenience when they’re trying to improve the companies that they work for and ensure the security of their jobs?

Social media is a growing phenomenon, and we all need to get more involved with tools like Facebook to do everything in our power to make it through these difficult times. The benefits of allowing employees to use Facebook while at work just may make the difference between collapsing or thriving. Just because it is a “social” media site doesn’t eliminate the fact that Facebook can be used for positive business purposes.

With knowledge of the benefits of Facebook, it can easily be integrated into the workplace. So take a chance. Encourage employees to make the most out of this social media tool. See what Facebook can do for your business.

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After taking PR courses and learning about the importance of social media, it was hard for me to understand why employers would be so adamant about banning Facebook in the workplace. The public relations industry is clearly embracing this new tool, but I can’t help but wonder why so many other sectors are skeptical about getting involved. We know that people are costantly checking their Facebook accounts, so why would any business not want to jump in and have a presence? Your thoughts?