According to a report from KPMG International, more than 70% of organizations across the
globe are active on social media and businesses in the emerging markets are leading in social media adoption
compared to mature markets due to fall in cost of internet and devices. Social
media is being used by business organizations for customer relationship
management, engaging employees and other stakeholders in the organization
innovation process for developing new product and services and improving the
existing ones. Businesses too have realized that there are risks associated
with social media engagement and are looking for ways to reduce the risk and
use social media to improve their brand image and organization reputation. Organizations
are also training employees about social media usage and are told to strictly
adhere to the specific social media policies and rules formulated by the
respective companies which also help them to reduce the risks associated with
social media engagement. The policy should be
clearly communicated to all the stakeholders and without a clear social media
engagement policy it will be disastrous for the business organizations.
4,000 employees
including 1800 managers in major markets gave their feedback and the research
found that organizations are still underestimating the benefits of social media
but 80% of businesses with an active social media program said they had seen and
measured the benefits of social media engagement. Businesses are using
analytical software to monitor their social media presence and are also trying
to measure the ROI in the social media engagements. Job satisfaction of the employees has been better in
organizations with open policies on social media as they feel motivated and
valued for their engagement and they voice their opinions freely through the
social media channels and there is no point in restricting employees to access
social media as they will find ways to go around the firewalls and still use
them. Moreover employees are bringing their own devices like the smartphones
and mobile phones with internet access to the workplace and companies have no
control over them. Employees don’t know that organizations are monitoring their
social media activities and face severe consequences of loosing their jobs for
wrongly using the social media platforms. KPMG suggests businesses and
organizations to actively listen to the opinions and feedback on various
social media platforms and accordingly engage and develop their social media
strategy.
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