Is the increasing online access in our lives good or bad for Australian business? While the merging of personal and professional activities in social media can be detrimental to our workflow, there is plenty of opportunity for firms to connect with consumers.
Australians are becoming less productive as social media impacts on workplace productivity suggests the latest survey, the Kelly Global Workforce Index.
Forty eight percent of employees believe social media discourages productivity, and 59 percent believe a mix of personal and professional connections through social media can cause problems in the workplace.
The findings from the survey also indicate 21 percent of respondents believe a social media presence is important for their employer firm, and 21 percent feel it acceptable to share views on work with friends and colleagues through social media.
Karen Colfer, managing director, Kelly Services Australia said “There is nervousness about the pitfalls if the personal and professional worlds of social media are allowed to intermingle.
“The reality is that the spread of social media in the workplace is occurring faster than any rules designed to manage it.
“While many employees are quick to see the benefits, employers and managers are still grappling with a host of complex issues relating to privacy, monitoring and access to sensitive business information.”
Online opportunities
According to another report, Digital Down Under, one in every five minutes is spent on social media, with Facebook andTwitter proving key sites.
With a reported 13 million Australians online for an average 18 hours a day, there are clearly some very heavy users among the sampled 1400 adult consumers surveyed in ExactTarget’s Digital Down Under report.
The report also draws on a number of other sources in cluding the Australian Bureau of Statistics to make its findings*.
Lee Hawksley, managing director of ExactTarget Australia, said “These statistics show that people are increasingly spending more time online which creates a tremendous opportunity for businesses to connect with their consumers across the channels they use most.
“Creating relationships between brands and consumers requires more than just a clever tagline and some posh marketing materials.
To truly connect with customers, we need to understand their behaviour and motivations.”
* Other sources include AIMIA Sensis Social Media Report, Stephen Cater Social Media in Australia, and Australian Direct Marketing Association.
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