Mediaboss Marketing

Corporate decision makers often believe that social networks will improve company culture. But their employees are far less positive about such effects.

The role of social networks in the enterprise so far has been an attempt to make hierarchies and business processes more transparent, democratic and community-building. While social network users have a place at all levels of a company, its part at the workplace is seen very differently depending on if they are highly-placed or closer to entry-level. The wide discrepancy between how these two sides of company staff illustrates how the executives who are implementing new social tools may not be addressing the needs of the employees who will actually be using them.

Executives and employees disagree

Deloittes recent survey, The Social Divideshows just how much employees and executives disagree when it comes to the role of social media in building workplace culture. Far more executives think that social media has a positive effect on workplace culture than employees do - 45 percent versus 27 percent. The same is true for its effect on increased management transparency - 38 percent versus 17 percent. Similarly, 41 percent of executives believe that social networking helps build workplace culture, but only 21 percent of employees agree.

Social media cant replace traditional methods

The value of a distinct workplace culture is something that all corporate roles can agree on- 94 percent of executives and 88 percent of employees believe it is important to business success. Organizations succeed when they value both strategy and culture, according to Deloitte, and executives seem to be searching for a quick solution. In the surveys findings, it is shown that executives may be using social media as a crutch in building workplace culture and appearing accessible to employees. This new tech does influence how people communicate, particularly the younger generation, but managers still must build trust through face-to-face meetings, live phone calls and personal messages.

Link:
Employees Less Supportive of Social Networking Than Executives