Social media influence in the workplace may be relatively small

If you’re a brand trying to influence key business contacts through social media, it may not be happening during business hours … and it may not be happening at all, according to new findings by WorkPlace Media.
While more than half (55%) of office workers with Web access have at least one social networking account, only 43% use it at work (for less than 30 minutes per day), according to the just-released survey. A Forrester study released yesterday reported that all Internet activity among consumers has leveled off at about 12 hours/week.
Even less encouraging for marketers, the study found that not having a presence on a social site made little difference to people’s opinion of a brand. And only 11% follow any major brand on a social network.
That view gets support from a recent Harris poll in which 21% of participants said they relied on face-to-face info from a family member or friend when researching a purchase decision,compared to only 4% who mentioned using online social networking sites such as Facebook,Linked-In or MySpace.
In the Workplace Media study, however, Facebook was by far the most popular social property,with 89% members of the site. The runner-up was MySpace (40%), followed by LinkedIn (31%), and Twitter (18%).
Of the 18% who reported acting upon a business or product recommendation on social networking sites, the top categories were: entertainment (53%), dining out (50%), groceries (23%), beauty care/cosmetics (21%), apparel (20%), and electronics and pet care (15%).
The survey was fielded in May 2009 among 753 American workers.
I can’t vouch for the accuracy of the methodology or research but at least directionally speaking, the results are interesting and beg further study into:
  • Is the use of social media at work increasing or decreasing?
  • How is the access to social media being influenced by emerging corporate policies?
    Do the trends differ by industry?
  • 18% acting on SM product recommendations seems significant, especially since the channel is still developing. How rapidly is this going to develop?
  • Since work/personal behavior on social media is merging, what about home access to SM?
  • How does this workplace study compare to other populations like students or people who work from the home?

All posts

The Marketing Companion Podcast

Why not tune into the world’s most entertaining marketing podcast that I co-host with Brooke Sellas.

View details

Let's plot a strategy together

Want to solve big marketing problems for a little bit of money? Sign up for an hour of Mark’s time and put your business on the fast-track.

View details

Close
Send this to a friend