Can Social Networking
Increase Workers’ Efficiency?
Yes, says AT&T. Referring to
a pan-European survey of over 2,500 people in five countries, conducted
by Dynamic Markets, AT&T reveals that of those employees using social
networking tools in the workplace, 65% say it has made them more
efficient. Also, 46% say it has sparked ideas and creativity for them.
The top 5 social networking
tools being used by organizations across Europe are:
-
Companies' own
collaboration sites on intranets (39%)
-
Internal forums within the
company (20%)
-
Company-produced video
material shared on intranets (16%)
-
Online social networks,
like LinkedIn, Facebook, etc (15%)
-
External collaboration
sites on the web and internal blogging sites (both 11%)
The study shows that 65% of
employees surveyed in Great Britain, France, Germany, Belgium, and The
Netherlands say that their company has adopted social networking as part
of their working culture. The research also reveals that the rate of
adoption is most popular in Germany, leading the way at 72% while Great
Britain lags behind with 59%.
The independent market
research was commissioned by AT&T to gain a greater understanding of how
organisations are currently using social networking technologies.
When asked, 74% of European
employees think there are benefits to using social networks and online
communities in the workplace. Increasing an individual's knowledge and
giving access to solutions to problems (both 38%) were the two main
benefits highlighted.
Harnessing the collective
knowledge of employees, customers and suppliers (36%) and stimulating
team building and better internal collaboration (32%) were also
mentioned by those employees who have first-hand experience of using
social networks at work on a daily basis.
In contrast, the research
also highlights a number of challenges, with the two main negatives
being that social networks are a distraction to employees (49%) and a
source of company leaks of confidential information (45%). In addition,
24% of employees admit they are not sure how the return on investment (ROI)
of internal sites could ever be measured.
Explaining the research
methodology, AT&T says that the independent market research report is
produced by Dynamic Markets Limited and details quantitative research
with employees who use a computer at work in Great Britain, France,
Germany, Belgium, and The Netherlands.
A sample of 2510 interviews
was collected with adult employees, aged 18+. Each country's sample
includes a minimum of 500 respondents per country from small and medium
enterprise (249 employees or fewer) to large organizations (250 or more
employees). The interviews were conducted between 17th September and 7th
October 2008.
Dynamic Markets is a
UK-based research consultancy in its 9th year of trading, says AT&T.
