Millward Brown research conducted for Google confirms that I am not wasting my time with social networking. The research suggests that I stand more chance of promotion if I engage with social networks, and it implies that my social media activity could help to make me a smart, high-flying executive.
Conducted with a sample of executives in Europe, the research set out to help understand how social tools are being used in business; who is using them and what for, their benefits and challenges, and how they are affecting people’s work and careers. You can read the full findings in the report here.
A number of the executives interviewed use external social media, such as Google+, Facebook, Twitter or LinkedIn, for work related purposes, or in-house social tools (set up for use by people within the business).
But what really stood out from the findings is that of those using social tools in the workplace, there’s a positive correlation with job satisfaction and career development (see chart).
It seems to me that there are clear benefits to engaging with social media, whether on internal or external channels.
Take for example, our internal social network, the Greenhouse. In the last week alone, I have discussed a multitude of topics with colleagues around the world, from identifying searchable brands, to answering questions about Millward Brown’s solutions. So, I can see why people who use social tools in the workplace are satisfied with their jobs: being able to get answers quickly is satisfying, especially when you have clients eagerly awaiting the answers.
While I do think there is a lot of truth to the Google research, I suspect that it is the highflyers who will adopt any tool that is likely to help them do their jobs well, rather than the tool enabling them to become highflyers. I have no doubt that the use of social networks can broaden your horizons. It can allow you to gain multiple viewpoints, and collaborate with people you would not otherwise talk to.
OK, this post should keep my boss happy for a while, after all he made being “a positive force in the Greenhouse” part of my objectives this year, but what do you think? Is the Google research on the money or not? Please share your thoughts (come on, you do want to be promoted, don’t you?).
This blog post was spotted on Straight Talk with Nigel Hollis.