Studies on the adoption of social media in the enterprise show prolific rates of usage in marketing products, improving customer service and staying in touch with customer expectations. Customers, brand loyalists and potential employees, however, are finding a portion of social networking outreach to be full of advertising jargon and lacking a real feedback loop.
want more than connection with friends when it comes to social media.
Thirty-five percent of nearly 4,500 workers want social media efforts by
companies to include more useful information such as job listings, according to a
second quarter survey from Careerbuilder published Aug. 18. Roughly one-quarter
of those polled would like more facts and history about companies and actual
information about career paths within an organization.
A February study from PR firm Burson-Marsteller on
social media found 79 percent of the 100 largest companies in the global
Fortune 500 are using at least one of the major social networking tools such as
Twitter, Facebook, YouTube or corporate blogs. Only 20 percent are using all
four technologies. Twitter was the dominant technology used globally, while
corporate blogs in the United States were waning in usage.
Adoption is large, but that adoption is not
necessarily making companies look good overall, wrote Burson-Marsteller in the
report which collected data between November 2009 and January 2010. From the
"We found that each of these tools is being used
extensively not only by corporate headquarters but also by local market
offices, various divisions of the company and for one-time corporate events. To
this extent, social media is providing great benefits and opportunities by
helping different niches of a company reach their target audiences. But, it is
also introducing challenge by creating mixed messages and tones and by
leaving abandoned Twitter accounts and Facebook fan pages which may be
detrimental to the brand."
In terms of corporate blogging in the United States, the
study found only 11 percent of these Fortune 100 companies were actively
posting in one month, but those that did post saw 90 percent active comments
from customers. The message here? Don't underestimate the importance of
activity and dialogue gained in blogs.
The Careerbuilder study gives some credence to
users wanting more social dialogue. Nearly 40 percent of potential workers
found social media campaigns to read like advertising--not engaging
dialogue--and 30 percent were frustrated by the lack of response to questions.
What's a job searcher to do?
"They can explore all facets of a company's social
media presence, such as all the sites they are on, watch videos, view comments
and more to see if they can connect with potentially more -social' portions of
their brand," said Alison Nawoj of Careerbuilder in an interview with eWEEK.
"Also, if a worker would like to see more than just advertising jargon, they
can say something about it by communicating their opinions on one of the company's