How Social Media Can Benefit Company Morale

When it comes to workplace productivity, personal social media usage on company time is generally seen as a liability. Most organizations have established social media policies that range from encouraging employees to exercise discretion and self-regulate to actively blocking access to Facebook and other social media channels. Like any business tool, social media can yield the best results when it is applied effectively toward solving a problem or achieving a specific goal. Although it might sound counterintuitive, studies and industry data have found that incorporating employee use of social media within an organization can actually improve productivity and morale.

The Effects of Social Media in the Workplace

According to data from the Pew Research Center, a whopping 77% of people surveyed said they actively use social media in the workplace, whether their employer approves of it or not. The downsides of social media usage and the dangers inherent to both employees (remember Justine Sacco?) and the company are fairly obvious.

But setting up a mutually beneficial policy of open communication and collaboration around social media usage on company time can foster an environment of trust and reciprocity between the company and its employees, elevating the stakes in a way that inspires responsible behavior.

Boosting Morale with Social Media

As a general rule, happy employees tend to make productive and dedicated employees. Conventional thinking may regard social media as more of a distraction or throwaway indulgence for millennials, but the medium has long evolved from a way for teenagers to send each other selfies and cat memes. Virtually every social media channel is a tool that can be used to improve employee relations and communications internally, and also help to build brand awareness for the company.

Some of the ways in which social media can benefit employee morale and engagement include:

Social Media Is the New Coffee Break

Most Americans are working longer hours and taking less time off, regardless of industry, job title, and description. However, even in a standard eight-hour workday, employees need to take regular breaks (outside of the lunch break) in order to stay connected to their work, retain focus, and avoid burnout. While previous generations may have enjoyed a coffee or cigarette break, or even a social session around the proverbial "water cooler," taking a few minutes to check and update their preferred social channels is how modern young professionals take breaks.

While spending an hour tweeting on company time is clearly inappropriate unless it is part of a job description, encouraging employees to take an occasional 10- to 15-minute break to clear their head and refocus before diving back in can help build morale and loyalty.

Professional Relationship Building Opportunities

One of the best features of social media channels like Facebook, Twitter, and LinkedIn is the opportunity to make connections and establish relationships with professional and intra-company contacts. The ability for employees to collaborate and exchange feedback and ideas across an organization (without having to waste time and additional company resources in meetings or long email exchanges), responsible social media use is one of the most powerful networking and brand-building tools available to your employees.

Boost Company-Wide Productivity (Yes, Really)

If the idea of social media in the workplace acting as a vehicle of greater productivity sounds like a ploy devised by employees to watch YouTube videos instead of doing their job, the data backs up the productivity connection. According to research and industry data, fully adopting social media could result in a 20 to 25 percent organizational productivity boost.

Team Building and Networking Across Departments

Many companies have traditionally relied on outlets like employee newsletters to share information about the organization, recognize and celebrate employee and departmental performance and accomplishments, and to announce company-wide initiatives and events like charitable functions or employee outings. Setting up an intra-company group on Facebook and other social channels is a great way to speak to and engage employees where they are already spending a good portion of their free time. It also makes it easier for employees to connect with each other across departments, and to get more involved beyond their basic job description.

Use internal social media channels to encourage community building and collaboration among employees in areas like:

?         Charitable events and volunteer opportunities

?         Social and team building events outside of work

?         Providing wellness, recreational, personal finance, and health-related content

?         Ask for and encourage employee feedback and participation

The interactive nature of social media makes it a great tool for communicating with employees on a large scale and allowing them to feel heard and appreciated.

Managing the Pros and Cons of Using Social Media at Work

Organizations should naturally be cautious when establishing a social media policy and guidelines for employees to follow. From using company time and resources on personal accounts to blogging or tweeting on behalf of the company, social media postings should be regarded as standard company communications in order to avoid potential liability issues or embarrassing snafus for both the employee and the company. That said, blogging and social media are an integral part of both business and recreational use, and supporting participation in a way that benefits both the company and keeps employees happy and engaged can be a win-win situation.