Wednesday, September 12, 2007

the business case for social media

...may be more difficult this week, as the BBC reports on a new study suggesting that workers who spend time on Facebook cost UK firms the equivalent of US$260 million per day. At the same time, AdWeek put Facebook at the top of its list of 10 hot digital trends, in part due to its audience growth of 110 percent over the past year, based on Nielsen ratings.

Confused? It's the same tug-of-war we've seen with blogging, as Web trends that begin with personal uses migrate to the workplace and find new applications in communicating information more efficiently and effectively. (See our earlier post here about a federal government agency banning employees from simply reading blogs, let alone putting them to work -- or reading them for, say, coverage of the agency.) We wish the authors of the current study had done another one, asking firms that use social or new media for business purposes what they've saved in IT and web design, printing, postage, customer service and more -- that would make for a more balanced view.

As we've told our new-to-blogging clients, the controversy -- and hanging back on the part of other companies -- leaves room for you to innovate and get a jump on the competition. You'll find our collective coverage of new and social media here, and we invite you to make use of it when you're making the business case in your workplace.

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