How to Keep Productivity Up While Social Media Rises

It’s hard to stop the freight train that is social media use in the workplace. But some companies do go to extreme measures, policing the Internet and restricting employee usage of sites they feel waste time and are unproductive. A downside of social media is that it can lead to unprofessionalism or procrastination. Should organizations restrict access to social media in the workplace?

Click here to find our Twitter list of all the people featured in our suite of social media related stories in this month’s issue of Alberta Venture.

“The simple answer is these days you can’t restrict access to social media,” says Scott Baird of McQ Design Strategies. “It’s impossible, thanks to smart phones. People can log on without using company resources, and they can’t be tracked. So of course they’re going to use it.”

But social media can serve as a distraction. “Social media is a huge part of my job,” says ad agency expert Adam Rozenhart. “But unless you’re really good at multi-tasking, it can certainly divide your attention, which can decrease productivity.”

So, what should employers do to keep their workers on track?

Rather than implement draconian measures to limit social media use on the job, Baird suggests organizations should support their employees’ use of Facebook and tweets. “I actually feel we’ve gotten more productive since we started using Facebook at McQ,” he says. “It’s become the virtual water cooler, it’s an opportunity to clear your head a little when you’re working on a tough problem. It’s a five minute break away and it’s refreshing.”

Which is, of course, dependent on employee discipline. What may be a five-minute break for one employee, could be a couple of hours down the drain for another. That is why Fusedlogic’s Walter Schwabe feels that social media use at work is ultimately a managerial rather than a technological issue. “If people are going to procrastinate and waste time on the job, they’re going to do it regardless of whether they have access to the technology,” he says. “The technology is a tool that can be used for good or for ill. Therefore, managers need to clearly state their expectations about how their employees use it, and reinforce positive habits, rather than forbid the usage of it entirely.”

Schwabe says responsible use of social media can truly enhance workers’ performance, as well as their perceptions of the company. “When employees feel trusted, they’re more likely to respond in kind,” he says. “I’ve seen a lot of employees tweet or use Facebook, talking about their cool work projects, which helps build a strong corporate image. The employees act as ambassadors for their companies, to their associates and the wider public, helping to establish a positive brand association.”

If used well, social media can be another great tool for employees and employers alike to communicate their message to each other and the public at large.

The Alberta government recently adopted guidelines on social-media use by civil servants. Employees using social media as part of their jobs will require approval, training and messaging needs to reflect government policies and positions. Plus, on their own time, employees need to be careful to separate their own views from those of government.

Provided management is in the loop, and employees are responsible, social media doesn’t need to be the organizational plague many perceive it to be. It may just be a case of “if you can’t beat ‘em, join ‘em.”

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