“Like or Unlike: The Effects of Social Networking Sites in the Workplace”
INTRODUCTION:
We
are now in a very fast paced generation where almost everything is accessible
in just one click of a button and almost everyone is virtually connected in the
internet.
This includes being
connected with Social Networking Sites (SNS) that is also rapidly integrating
within the workplace. What led the researcher in this study is based on the
increasing negative and also positive effects of SNS inside the workplace,
based from the related literature gathered and at the same time from the
researcher’s personal experience.
Another reason for this
study is that there is a little related literature for policies concerning
these negative and positive effects and how it could be utilized to the benefit
of the company.
Social
Networking Sites: Growing Phenomena
One of the most common internet-based creations
where people are currently connected is the Social Networking Sites (SNS). Social-network
sites were defined as:
Web-based
services that allow individuals to construct a digital identity by developing a
profile, articulating a list of users with whom they share a connection (i.e., friending people),
viewing their list of connections, and viewing connections made by others within
the system (Boyd
& Ellison, 2007 as cited by Koch, H.,
Gonzalez, E., & Leidner, D., 2012).
The service of social networking is
focused on building online communities of people that share or are interested
in exploring the same interests or/and activities with others. Social
Networking Sites such as Facebook, MySpace, Twitter, Bebo and Linkedln focus on
confirming these online social networks of communities of people who share and
explore the same interests and/or activities. The SNSs enables interaction and
communication through instant messaging, chatrooms, e-mail, webcams, file
sharing, blogging and discussion groups. (Bennett, J., Owers, M.,
Pitt, M., & Tucker, M., 2010)
Social networking sites have become
a growing phenomenon all over the world and seem not to decline in the years to
come. The most popular examples of these SNSs are Facebook, MySpace, Twitter,
Pinterest, Linkedln and Google+.
Facebook.
Created and founded in February 2004 by Mark Zuckerberg and his colleagues
while he was still a student in Harvard. Initially created with restrictions
for Harvard students only but later extended to high school students and
finally to everyone who is 13 years or older (Boyd, 2007 cited by Edosomwan,
S., et. al., 2011 ). Facebook has now 500 million active users as of July 2010,
ranked most used social network worldwide as of January 2009 and continually
rising as FB (Facebook) has also became the top social network across 8
individual markets in Asia- the Philippines, Australia, Indonesia, Malaysia,
Singapore, New Zealand, Hong Kong and Vietnam. FB allows you to join groups
created to share common interests and controlled by workplace, school, college
or by other features (Edosomwan, S., Prakasan, S.
K., Kouame, D., Watson, J., & Seymour, T., 2011).
MySpace. A social networking
site owned by the News Corporation and based in Beverly Hills, California.
MySpace became the most popular SNS in the US in 2006 before it was surpassed
by Facebook, its competitor in 2008. Myspace’s unique features are
customization of user profile information, both to give detailed info of them
and they’re interest, and special profiles for musical artist’s entire music
were downloadable as mp3s. In a monthly basis, MySpace is visited by roughly
43.2 million users (Edosomwan, S., Prakasan, S. K., Kouame, D., Watson, J.,
& Seymour, T., 2011).
Twitter. This SNS was founded
by Evan Williams, Biz Stone and Jack Dorsey in March 2006. Twitter is a
micro-blogging site where you could post a status, which is called a Tweet, of
140 maximum characters which answers the question, “What are you doing?” and
could be shared with the user’s ‘followers’. In March 2009, Twitter had 9.3
million unique visitors from the U.S with a 1000% growth from March 2008 (Kho,
N. D., 2009).
Pinterest. Publicly
launched in March 2010 by co-founders Ben Silbermann and Paul Sciarra as a
photo-sharing site or a “virtual pinboard” (Wilkinson, Z., 2013). It lets the
users of Pinterest collect and share images to other social networking
websites. The website garnered 11.7 million unique visitors every month by
February 2012 and continually rising (Wilkinson, Z., 2013).
Google+. Officially introduced
by Google on June 28, 2011 this provides the users with updated ways to create,
share and communicate with the advantage of other Google services such as
Google Chrome, Reader, Calendar, Documents and Picasa (Katie, E. A., &
Still, J. M., 2011).
Linkedln. Launched on 2003, Linkedln have a more specific online
networking service intended for professionals- to find and connect with
colleagues in a network of connections which users utilize to contact each
other for the purpose of finding jobs, business leads and industry information
(Bardon, D., 2004).
The use of
these social networking sites has exploded in the last 10 to 15 years not just
in the United States but also globally. It’s not just the tech-savvy young
adults are inclined to be connected in this SNS, but now there is a wide range
of audience even baby boomers and older adults who are seeking to reconnect
with family and friends. (Anderson, Curran, J. M., & Lennon, R., 2009,
2011).
Social Networking Sites (SNS) in the Workplace
The uses of internet
technology which have been made available, accessible and even open by
companies are prevalent in the workplace. Thus internal and external
communication among employees through internet-empowered ways such as email,
instant messaging and IP phones are giving companies edge as they could conduct
business anytime and anywhere. (Chen, J. V.,
Chen, C. C., & Hsiao-Han, Y., 2008)
The results
of the National
Business Ethics Survey of Social Networkers (NBES-SN) in 2011 by The Ethics
Resource Center (ERC) showed that Social
Networking is now considered a custom even in the workplace as a growing
population of employees are connected to a social network during their working
hours. In 2012 the proportion is higher today according to their report notes
and in their November 2013 presentation by the Infographic Show revealed that
67% of people who use social networks were supposed to be working. Analysis of
the survey results also reported that most of the social networkers thoroughly
reflect the working population in the U.S.
(Verschoor, C. C., C.M.A., 2013). Interrelated
with the growing phenomena of Social Networking sites, here are the top social
networks employees use from the largest percentages; Facebook (95%), Twitter
(43%), Google+ (37%), LinkedIn (37%), Pinterest (23%), MySpace (21%), and a
personal blog (14%). The users in the workplace are called ASNs or Active
Social Networkers who spend 30% connected one or more in these social networks
during their workday and this represents 10% of the workforce. (Verschoor, C. C., C.M.A., 2013).
The growing
phenomenon of Social Networking has penetrated the workplaces as a high
percentage of employees consider being connected during their workdays as a
norm. In light of this, what are the negative and positive effects of these
behaviour or attitude towards SNSs in the workplace? And how can these effects
be used in consideration in making policies for the advantage of both the
employees and the company?
Negative
Effects of SNS in the Workplace
Accountemps (www.accountemps.com), a division of Robert Half
International, an independent research firm and the world's first and largest
specialized staffing service for temporary accounting, finance, and bookkeeping
professionals conducted a survey among chief financial officers (CFOs) about
their concerned negative effects of social media usage by employees in the
workplace. This survey was based from more than 1,400 telephone interviews and
a random sample of CFOs of U.S companies with 20 or more employees. The
question posed was, "What is your greatest concern for your company
regarding employees using social media?" (CPA Practice Management Forum, 2011).
The results of this
survey showed that 51% of CFOs are concerned of employees wasting time for being connected in SNS at work; 18% were concerned
of behaving unprofessionally online;
11% for posting financial or confidential
information of the company and 10% were concerned for posting negative comments about the company that poses a threat of
damaging the company’s reputation. The remaining 10% have no concerns and 1% of
CFOs do not know or have no answer (CPA
Practice Management Forum, 2011).
The highest percentage
of concern was wasting time for being connected in SNS at work. Another survey
report by the National
Business Ethics Survey of Social Networkers (NBES-SN)
confirms this concern as 72% or approximately 3 out of four of those who are
active in social networking sites say they spend at least some time during
their working hours being connected in their social networks. Another is that
28% or 3 out of 10 have said that being connected in these SNS “adds up to an
hour and more of each day they spend at work” (Verschoor, C. C., C.M.A., 2013). This concern is increased as 61% of
these employees who ought to be paid for working have spent time not related to
their work during their workday on social networking sites (Verschoor, C. C., C.M.A., 2013).
Another concern of CFOs is the risk of posting confidential
company information on these SNS. Since there is a huge amount of information
that is accessible to the employees such as confidential information about new
products and other projects, there is a risk to divulge it not just in these
social networking sites but it also allows others to illegally acquire profit
by trading inside information. (Verschoor, C. C., C.M.A., 2013).
Lastly, there is the concern of employees posting negative
feedback or comments about their company. According to the same survey cited (Verschoor,
C. C., C.M.A., 2013), 60% of employees who are Active Social Networkers (ASN)
will comment if their company is in the news; 53% comment about their company
projects once per week or more, 42% perceive that as long as their company’s
name isn’t mentioned- it’s okay to post about their job, 36% comment about
their clients once or more per week, 35% comment about management and 34%
comment about their co-workers (Verschoor,
C. C., C.M.A., 2013).
These cited survey results indicates that there are proven
negative effects of Social Networking Sites integrated in the workplace.
Positive
Effects of SNS in the workplace
Though there are a lot of
negative effects, there are also positive effects of social networking sites in
the workplace that we need to weigh if it is used properly. According to the
same respondents by the survey conducted by Accountemps that there are also benefits
or the positive effects of SNS if used properly. The CFOs responded to this
survey question; "What is the greatest benefit to your
company of employees using social media?” (CPA
Practice Management Forum, 2011)
Their responses were ranked according to percentage, from the
highest to the lowest; 28% responded SNS will provide better customer service,
22% said it will enhance company’s reputation, 20% responded that it will expand the networks of valuable
contacts and 18% for securing new business. The remaining 10% said there would
be no benefits and 2% don’t know or have no answer (CPA Practice Management Forum, 2011).
Since most of the customers
are presently using and spending much more time with online marketing than any
other way of marketing (Edelman 2007 cited by Ramsaran-Fowdar,
R., & Fowdar, S., 2013), Facebook (one example of an SNS) have
allowed connectivity and frequency of relating with much more people through
meetings, phone calls or emails (Luke 2009 cited by Ramsaran-Fowdar, R., & Fowdar, S., 2013).
Another main benefit of social networking utilized for
the organization in relations to personnel and financial is that it lowers its
costs. Currently, because of economic recession, companies are trying to cut
back from spending and the proper utilization of these SNSs are a way to market
their businesses and at the same time will reduce costs especially in
communication. Such as the case in Facebook, it creates opportunities for
companies to communicate openly, rapidly and steadily to millions of customers
individually (Mize, 2009; Palmer & Koenig-Lewis, 2009 cited by Ramsaran-Fowdar, R., & Fowdar, S., 2013).
Twitter
have also been used as a low-cost channel for business communications, onlooker
for profitable customer service and brand reputation monitoring by companies
such as Dell, Zappos.com and JetBlue. Though Twitter focuses only with their
Tweets and user information, these things will provide targeted advertising
opportunities and presently, a competitive edge for monitoring competitors and
brands online (Kho, N. D., 2009).
The use of
social networking sites prevalently in the workplace and businesses as a
marketing and public relations strategic tool, more than e-mails (Lyncheski,
John E,Esq, F.A.C.H.C.A., 2010), is an advantage and a positive effect
especially for companies who are expanding.
PR Newswire
Europe Including UK Disclose published on November 11, 2008 stated that:
AT&T
Inc (NYSE: T) announced that the use of social networking tools as part of
everyday working life has led to an increase in efficiency, according to an
independent market report released by AT&T. The pan-European survey of more
than 2,500 people in five countries, conducted by Dynamic Markets, shows that
of those employees using social networking tools in the workplace, 65% say that
it has made them and/or their colleagues more efficient. In addition, 46% say
that it has sparked ideas and creativity for them personally (PR Newswire Europe Including UK
Disclose, 2008).
The
results of AT&T Inc. (NYSE: T) survey showed the top 5 social networking tools
used by companies across Europe and among them are online social networks, like
LinkedIn, Facebook, etc. and an external partnership by these companies on web
and internal blogging sites (PR Newswire Europe Including UK Disclose, 2008).
One
last positive effect that was not stated in the previous cited survey results
but is found in other studies is that SNS in the workplace impacts positive
emotions towards employee’s personal resources which affect their well-being
and organizational commitment. According to the study “Bridging the work/social divide: the emotional response to
organizational social networking sites” by Koch,
H., Gonzalez, E., & Leidner, D. (2012, Summary Section), the study presents
promising indication of SNSs in the workplace especially to managers. There
respondents were IT employees. The study cited 3 situations in the workplace
that SNSs could positively impact the companies they were serving- when new
employees needs to adjust with unfamiliar areas and build rapport or working
network; assuming highly technical (i.e., programming and operating IT
infrastructure) jobs and when new employees are included to a big organization
where there is struggle for assistance. This advantage of Social Networking
Sites in the workplace is more effective if it is united with other employee’s
conformance activities like sessions of trainings and orientations for it can
help the neophytes sustain relationships with their managers and peers (Koch, H., Gonzalez, E., & Leidner, D., 2012).
Summary
Social
Networking Sites (SNSs) have really become a growing phenomenon in this fast
paced generation. It allows an online user to connect, interact and explore
with people with the same interests or activities through their individual or
even group digital profiles. according to the surveys and studies cited, this
Social networking activity have also penetrated the workplaces and have become
a norm to employees as a large of percentage of Active Social Networking (ASN)
users reflect the workforce. So does the effects, both negative and positive,
of this SNS phenomenon and ASN behaviour as it have become a concern to many
companies.
The most
prevalent negative effects of SNS in the workplace are employees
1.
Wasting time for being connected in SNS at work;
2.
Behaving unprofessionally online;
3.
Posting financial or confidential information of the company and
4.
Posting negative comments about the company that poses a threat of damaging the company’s reputation.
But there
are also positive effects that companies can benefit or that is advantageous to
the companies:
1.
Provide better customer service;
2.
Enhance company’s reputation;
3.
Expand the networks of valuable contacts
4.
Securing new business.
5.
Positive emotions towards employee’s well-being
Recommendation:
In this
fast paced and ever changing generation especially in businesses and companies,
there should be equilibrium as they apply policies regarding access and use of
SNSs in the workplace. This balance should be in the perspective of the human
resource, employers and employee interaction and at the same time keeping in
mind the protection of the employer’s confidentiality, security and legal
interests (Lyncheski, John E,Esq, F.A.C.H.C.A., 2010).
Based on
the researcher’s experience working as Sales and marketing Representative, SNSs
were banned in the workplace except personal blogs. The banning was reasonable
given that there were many negative effects in the workplace but in the
researcher’s point of view, the SNSs could have been used to the company’s
advantage if there were policies given in consideration to the positive effects
of it.
According
to National
Business Ethics Survey of Social Networkers (NBES-SN),
after conducting a survey both weighing the negative and positive effects of
Social Networking Sites in the workplace, they also gave suggestive policies in
coping up with the phenomenon that is penetrating the workplaces. To quote from
CPA Practice Management Forum, 2011:
· Develop
broad-based strategies and social networking policies grounded in ethics and
values, not merely compliance, so that employees are able to handle novel
situations in an environment that continues to evolve. Only 32% of companies
report having policies concerning social networking.
· Establish
a social networking policy sooner rather than later, and reinforce it with
training to reduce ethics risks for employees and management alike. It's important
for rules to reflect today's realities of widespread use during the workday so
that workers are more likely to abide by them.
· Take
advantage of social networking to enhance internal and external communications,
especially outreach to employees to reinforce the company's ethics culture.
· Invite social net workers to help shape social
networking policy and to help the ethics/compliance function engage employees
through social networking.
Nowadays
that Social networking have become a norm even to employees, companies should
take in consideration the hazards and the advantages it provides in the
workplace. There is a need for policies since another report (Infographic Show
presentation as cited by CPA Practice Management Forum, 2011) “that almost a third of companies either have no
social networking policy or don’t block access to certain sites”. There should
be a clear line for employees for the consequential posts they make either
towards them and as well as their employers. It should be addressed now since
the unrelenting growth of this phenomenon of Social networking will only
magnify these complications in the future (CPA Practice Management Forum, 2011).
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