Social media is sought by Global and competitive businesses to link distances and build relationships with its customers and employees, reveals a new study.
Savvy companies, both large and small, have recognized the value social media can bring to their organizations, something that employees and customers are expecting more and more.
"It is totally reshaping the way organizations communicate," says Andrea Goldberg, the president and founder of Digital Culture Consulting, LLC in Bedford, NY, and an industrial and organizational psychologist with a background in marketing, communications and human resources.
"Increased openness and collaboration are greatly impacting the workplace and leading to the creation of internal and external networks and communities."
"Driving much of this is the relatively new phenomenon of social media, which is also contributing to organizational effectiveness, branding and customer support," Goldberg said.
A 2010 Burson Marsteller study of Fortune 100 companies found that 66 percent used Twitter; 54 percent had a Facebook page and half managed a corporate YouTube channel.
And, according to another survey, 73 percent of businesses plan to increase their social media presence, while 90 percent of marketers have adopted social media as a valuable tool.
"A new business environment is emerging as many employees have the ability and the desire to use these tools to interact with their colleagues, managers and customers and to accomplish work differently than by traditional methods."
Goldberg sees organizations transforming and shifting strategies because of the way social media is impacting recruiting and selection, communications, rewards and incentives, defining job roles and leadership and training and development.
She said that some of the positive outcomes stemming from these realities include new marketing and public relations channels; better customer acquisition, service and loyalty; new approaches for branding and communications; collaborative innovations for product development; opportunities for thought leadership; recruitment of hard-to-find skilled candidates and increased employee engagement.