Social Media Now Influences Business Success As An Internal Tool

December 3, 2013

Social media may have more to do with the future of enterprise growth than businesses realize. While the jury is still out on it’s effectiveness as a lead generator and marketing tool, it’s working its way into other departments. Trends among some companies suggest that social media could be more effective as an internal tool than a marketing one.

According to Forbes, “social business” is a look at some of the ways that social media is changing the way companies operate. The magazine interviewed Sandy Carter, social business proponent and general manager of IBM Ecosystems, for more insight on what social strategies now entail. She said that businesses are using social to improve HR, spur product development and listen to customers.

In addition to Twitter and Facebook, companies are using platforms to build internal social sites and create wikis to facilitate training. Organizations communicate news about the business on blogs and via email blasts, and interoffice communication often occurs through instant messaging programs.

Social can help determine if companies are the right fit for employees
Companies that want to know how to use social as a sales force multiplier can consider the need to hire employees that are not only good at what they do but happy doing it. Carter told Forbes that this will change the relationship between employers and prospective employees:

“For job hunters, this means​ recognizing – and accepting – that the process is changing. For example, they may be asked to take online surveys during the interview process (to help identify particular skills or attributes for the job at hand). It may sound like an extra step, but it actually benefits the job hunter. It means that organizations are taking the time to make sure a new hire is the right fit—and that reduces the chance that three or four months down the line, that new employee is unhappy and looking for his or her next opportunity.”

Sales executive recruiting could potentially benefit greatly from improved vetting of new employees. As many managers already know, a good fit is often about more than just resume credentials and past work history.

As tools for sales professionals, social media platforms still struggle to show a ROI. However, they have gradually worked their way into some business operations in surprising fashion. Where it was once taboo to mix social media and work, the two continue to become intertwined.