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Canadian Execs Divided On Value Of Social Media

Queen's School of Business [1]A new poll of 400 Canadian business leaders by Queen’s School of Business [1] reveals decidedly mixed feelings about social media.  While four in ten (39 per cent) bosses say social media is something they need to use—whether they want to or not —close to an equal number (35 per cent) say they use it heavily because it’s a good opportunity for the business, with the remaining 24 per cent saying it doesn’t add any value. Despite these divisions, a strong majority of executives (72 per cent) are planning to invest the same or more on social media versus last year.

The survey also reveals that many executives worry about how the use of social media by their employees might affect the company’s reputation.  For example, the vast majority of executives (91 per cent) agree that employees should be mindful that even when using social media on their own time they are still representing the company.

“What happens on Twitter doesn’t just stay on Twitter,” said Kate Rowbotham, Professor of Human Resource Management, Queen’s School of Business. “People may feel that their participation in social media is personal but the boss doesn’t necessarily agree that your opinions are just your own.  We have seen a number of examples of overexposure on social channels by individuals that has had a negative impact on the overall organization.”

The mic is always on

It’s not what your company can do on social media – but what social media can do for your company

Increasing brand awareness is perceived by executives as the top benefit of using social media, mentioned by four in ten (39 per cent) of respondents.  Rounding out the top five responses on the number one benefit were: recruiting talent, gaining a deeper understanding of their customers, getting new business/ growth and networking.

“Too many organizations are using social media to amass shallow acquaintances, when the goal should be to develop fewer, more meaningful friendships,” said Neil Bearse, who leads seminars on social media for Queen’s School of Business.  “The fact that so few executives say their companies are using social media to get to know their customers suggests that those who do may be enjoying a significant competitive advantage.”

Other thoughts from the corner office

Join the discussion on Twitter by following @QueensMBA [2]. To download a PDF of the findings or sign up for a complimentary 60-minute webinar – The Art of Engagement: Using Social Media to Build Customer Loyalty – on June 20th please visit www.business.queensu.ca [3].

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4 Comments To "Canadian Execs Divided On Value Of Social Media"

#1 Comment By Tami Quiring (@VillageGamer) On Tuesday June 12, 2012 @ 12:25 pm

Canadian Execs Divided On Value Of Social Media According To @QueensMBA Study [8]

#2 Comment By Toon Boom Animation (@ToonBoom) On Tuesday June 12, 2012 @ 12:28 pm

RT @VillageGamer: Canadian Execs Divided On Value Of Social Media According To @QueensMBA Study [8]

#3 Comment By peter cawthorne (@mulholland4) On Tuesday June 12, 2012 @ 12:28 pm

RT @VillageGamer: Canadian Execs Divided On Value Of Social Media According To @QueensMBA Study [8]

#4 Comment By AnimationCaribe (@AnimationCaribe) On Tuesday June 12, 2012 @ 12:28 pm

RT @VillageGamer: Canadian Execs Divided On Value Of Social Media According To @QueensMBA Study [8]