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Adi is a social business blogger and community manager that writes for sites such as Social Business News and Social Media Today. Away from the computer he enjoys cycling, particularly in the Alpes. Adi is a DZone Zone Leader and has posted 857 posts at DZone. You can read more from them at their website. View Full User Profile

Social media makes us more productive

04.02.2013
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When I first blogged about the issue of whether social media should be banned at work it was still a mildly contentious issue.  There were still concerns over the ROI benefits of engaging with customers on social media, not to mention concerns by managers that employees were using social networks to do anything but their job.

Even then though, research had shown that using social media provided a productivity boost.  It should be noted that this wasn’t the productive social media usage that is typified by the social business movement, but rather the time wasting kind feared by most managers.  The research showed that goofing around on social networks now and then provided the brain a break, thus making employees more productive when they returned to the tasks at hand.

If further evidence was required however, Warwick Business School have attempted to provide it.  Some new research, conducted by Joe Nandhakumar, reveals the productivity gains provided by social media usage.  It found that the employees that regularly use social channels are in fact amongst the most productive employees.

The research studied a large telecoms company, over a two year period.  The company had large presences on external social networks, and also was a heavy user of internal social tools such as Skype and their SAP powered enterprise software.  They found that the social-enabled employees were able to accomplish more sales and customer related tasks than their non-enabled peers.  What’s more, they could also do this more quickly.

Nandhakumar suggests that this productivity boost is evidence of his theory of virtual co-presence, or in other words, the ability to collaborate with others over short, productive sessions to solve problems.

“Ubiquitous digital connectivity should be seen not as an unwelcome interruption but as part of the changing nature of knowledge work itself that needs to become part of normal, everyday practices of contemporary organizations,” Nandhakumar says.

It seems that companies are rapidly running out of excuses for not becoming social.

Republished with permission