Social media in sales work is it worth it ? What difference does it make to work ? CIPD research findings 2014

Most of us are familiar with bottom down hierarchical management communication - a control or push style of direction. - Command and Control

Yet the way social media works best in the world of work is from the bottom up.

 All that can sound rather abstract and management speak. To some leaders this may seem even counter intuitive.

If you beat them join them!

Here's a nifty way that explains what is happening by way of analogy. 

Do you see the well trodden path beyond the fence in the photo?

 The Command and Control authority  (the parks department ) which has an asphalt control mind-set '  wanted pedestrians (the lower orders in the hierarchy of  modern day travel) to go a certain way. 

Quite possibly this is for sensible reasons like safety.

 But crowds of pedestrians think and act otherwise.

 They circumvent the fencing and go round it and carry on going where they want to go. 

The fence does not work as an effective control of behaviour. So it is with social media at work.

Jonny Gifford uses these photos from Spitalfields-life to summarise an important conclusion from the recent CIPD survey in the use of social in the workplace,

Jonny Gifford CIPD Research Associate at #cipdLDshow 2014

Park designers apparently are having a rethink in design. Rather than imposing their pathways they sow the grass seed and then see how users cut their path and then they design the paths round those evidenced  by the well worn paths.

To the packed audience and standing observers beyond the lecture area confines , Jonny took a straw poll on three statements. 

Why not read the questions and consider your answers to them before continuing with this post.

1. Social media is generally a waste of time   Y/N

2. I discuss new aspects of my work through social media    Y/N

3. Social media gives me meaningful connections with new people  Y/N

Jonny  recorded the votes in the hall  and recorded them on Flipchart.

How do you compare ?

 From this he then shared some very interesting data from the CIPD's latest 2014 research. 

Firstly 3/4 of respondents use social media in their personal space but only a quarter sue social media in work.

85% use Facebook , 37% use twitter ,  32%Youtube and 27% LinkedIn. These four were the most popular social media platforms.

The equipment people own more often than not is more modern and more powerful than that offered at work. 

Are you permitted to use social media at work? 

Employers in the survey allow employees access in the following ways

32% without restriction

18% but with restrictions

37% No, not at all

14% Don't Know

So far as employees using social media in their jobs their use and attitude to use varies. For some it is what makes them effective, for others  social plays an important part in their work but many are still unsure how to make use of it in work.

Unfortunately the key was obscured by the flipchart
but I think it was dark blue disagree and light blue agree
 I will check with Jonny and amend if necessary

For 24 years and under social is the norm !

The following photos I took of the slide presentation had to be taken quickly as time was against Jonny . There is a lot of good data his survey has covered.

Jonny argues for the Why not use social vote

For those in the survey who use social media in work  their use was as follows:-

for News 48%, Learning and Development 32%,17% looking for jobs, 38% for networking, 25% for promoting own organisation and 12% for generating revenue ( =Selling to readers of this blog)

AS far as the benefits they saw in using social media in work Collaboration outside the organisation and connecting with new people came out tops.

Interesting dichotomy here. We need to use social media better. Mind you it took thousands of years to get letter writing right!

Jonny finished off his session stressing the gains from a corporate perspective rendered from a series of case studies that are to be published in the summer.

Knowledge maybe power but its access is open to many more through social media.

 Business now lives in a 'shallow clever' knowledge or permanently partially stupid environment. Use of social will enable businesses to relate to the core purpose of their organisations more grounded in reality than the view from the boardroom offers alone. 

Modern business is taking on the trend of first emergent  change then second - driven change.

Clearly businesses need to control the dangers of 'dirty laundry being aired' on facebook but honest interchange on  the likes of Yammer should be encouraged.

 Corporate leadership should use social because that is where many employees want to be nowadays.

 "If you cant beat them join them LEAD them within social."

 Social provides updates and quick response and  swift resolution.

In the field of Learning and Development social offers a platform to discuss, engage and embed learning. It can be use as a source for content and sharing.

So drop the asphalt mindset - look for the short cuts in the park grass. They will show you the way!