Social Networking: Brave New World

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Social Networking:
Brave New World or Revolution from Hell?A look at the phenomenon of Social Networking and the implications for Businesses
Social Networking So it's not surprising that a number of big-hitting organizations, They say it's good to talk. But in business, it depends what you're such as Lloyds TSB and Credit Suisse, are reported to have saying - and who you're saying it to. Right now this simple truth slapped outright bans on employees' use of social networking is a hot topic in the business community, thanks to the lightning- sites. But not every business has followed suit. Some see fast rise of social networking. the craze as a gilt-edged opportunity to expand networks of contacts, accelerate business processes, engage with (and It's a real phenomenon. Facebook, MySpace, Bebo, Orkut, listen to) customers more closely, and even identify and recruit Perfspot, Friendster, Neighborhood - the list of social networking high-caliber staff more cost-effectively than previously possible. websites goes on and on. Masses of users are signing up to their Others are adopting a "wait and see" policy or looking to follow an services at an astonishing rate; MySpace alone currently has intermediary path between unfettered access and blanket ban. over 200 million accounts. So who's right?But even as social networking makes it easier than ever to communicate online in real time, democratizing the Web and The Good, the Bad and the Lazydeluging cyberspace with information and opinions posted by It's only taken three or four years for this innovative electronic millions of people eager for "virtual" conversation, poses many medium to grow from nothing, evolving beyond its original social challenges for the business world. applications, to creep irresistibly into the business domain. In part this is because in an age of laptops, working from home The Web's New Frontier and increasing erosion of traditional concepts of of? ce hours, Results of an exclusive MessageLabs survey conducted in more people are ? nding their work and home lives blurring and September 2007, reveal that approximately 75% of companies blending into each other.said the number of visits their employees were making to social networking sites had increased over the previous six months. Recent research by Emedia revealed that over 10% of social About 60% thought this had damaged productivity; while over networkers visit social networking sites for business reasons. 75% believed corporate reputation could be seriously threatened This growing trend is re? ected in the appearance of an increasing if staff posted negative comments about their organization online. number of business-oriented sites, such as LinkedIn, Viadeo, No wonder over 70% of respondents said they were thinking of Huddle and BT Tradespace, designed to help companies initiate restricting employee access to social networking sites. and strengthen relationships with colleagues, clients, suppliers and partners, wherever they are in the world. Moreover, this is a "There's a lot of anxiety around at the moment", comments Paul medium that not only promotes exchange of knowledge, ideas Wood, Senior Analyst with MessageLabs. "A lot of companies are and information, but can also make it an unusually energizing really struggling to get to grips with the full implications of social and rewarding experience. networking and what it all might mean for their business." Supporters point out, too, the role that social networking can For many organizations, this free ? owing, unregulated play in forging team spirit among staff and improving morale, environment seems a truly intimidating place, the Internet's motivation and job satisfaction. Big brands are also getting in answer to a lawless Wild West (or should that be Wild Web?) on the act as they recognize the bene? ts of building a presence town where anarchy rules and unwary visitors court disaster. in the social networking environment - research by Microsoft Or at least risk seeing their identities stolen and their corporate has shown that almost three-quarters of UK social networkers networks infected with unwanted malware as cyber-criminals have already visited pro? les set up by companies speci? cally to hijack social networking for their own malevolent purposes. promote particular brands.
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