Monday, 17th October 2011, 11:59:04
Organisations of all sizes have been urged to use the popularity of social media to their advantage by using the websites as part of online marketing campaigns, which could attract more attention from consumers.
This is the opinion of Jon Callas, chief technology officer of security solutions firm Entrust, who suggested that the use of social networking websites was "inevitable" among businesses looking to promote the brand.
His comments were made after a survey by DLA Piper revealed 65 per cent of businesses encourage staff to use social media for work purposes, with 25 per cent having a standalone policy dealing with the use of the websites.
The figures, which were accumulated from 335 businesses and employees, highlighted Facebook as the most popular website of its kind, with 86 per cent of companies having their own profile to promote their brand to a wider audience.
Mr Callas suggested firms could gain a greater understanding of their operations through embracing websites such as Twitter, LinkedIn and Facebook as it gives them more control over the message they are portraying to members of the public.
"Social media is a good and effective way to get messages out, it's a good way to do cheap advertising, it's a good way to build rapport among the company," the expert added.
As part of the DLA Piper report, researchers found that 34 per cent of employers say that are more exposed to risk because confidential information may be posted on social media websites by unwitting members of staff.
Kate Hodgkiss, partner in DLA Piper's Employment practice and author of the report, said: "Social media is not just a tool for marketing, but something that needs to be considered by all aspects of a business; from HR, to risk, to the upper echelons of corporate management."
Posted by Phil Williams
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