The pervasive quality and immediacy of online social networking seems to have arrested the attention of corporate South Africa. So much so that the concept of utilising digital forums to talk to the market, boost sales, generate leads and advertise services is now considered by many to be a serious element of overall marketing strategy. But, does this represent a boon or Pandora’s Box for companies?
This is the question put forward by Teryl Schroenn, CEO at Accsys, a national supplier of payroll, HR, Time & Attendance and Access Control solutions.
Schroenn refers to the growth in popularity surrounding initiatives like Facebook and Myspace, which offer any end user free access to – as well as the opportunity and ability to manage – his or her own Internet space.
“It was simply a matter of time before businesses copped on to the strength of online social networking forums to up levels of exposure, generate leads and encourage referrals. The nature of the Internet is such that lends itself very well to businesses as an automatic, cost effective and simple way to advertise and attract attention,” says Schroenn.
The reality is that more companies are assimilating their profiles and placing them on these websites to secure online presence Schroenn adds. The introduction of Twitter and LinkID services has added a new dimension to modern corporate communication and networking.
“Today the business environment involves engaging existing clients and prospective business partners using online channels. It is a step-up from email and the basic fact is that business is being conducted through online social forums,” adds Schroenn.
As specialists in the area of HR management, Accsys continues to monitor the impact of social networking and its role in corporate governance. The company is aware of the number of real threats to a business posed by unregulated engagement with social networking forums.
These range from lower productivity right through to the deliberate or accidental sharing of sensitive company data.
“It is about striving for and attaining higher levels of visibility, of reinforcing competitive advantage by know what is being said, when and by whom in the market. But, as with any technology and initiatives that empower individuals and groups, there has to be a degree of responsibility. The onus is on the company to determine policy to regulate access to social networking resources and to better manage the process of what is being communicated. Information remains a business’ most prized asset – to encourage freedom to interact digitally is one thing, to do this with no policies, channels of responsibility or checks in place is simply asking for trouble,” Schroenn continues.
The situation at present, according to Accsys, is that there are obvious marketing benefits associated with social networking for businesses to capitalise on.
However, the success and experience will be influenced significantly by quality of product, reliability of the forum, the existence and strength of policies and procedures/ checks in place, and dexterity with which decision makers approach the situation.
