Staff using social networks to talk to customers

Restricting access to popular sites could harm businesses as workers get used to benefits of connectivity, says research

Social networks can be used as useful business tools

More than one third of office workers worldwide are using social networks to communicate with customers, according to research.

And the growing variety of communication methods in the workplace is presenting a management challenge to businesses, according to the study by analyst IDC on behalf of supplier Nortel.

Employees are increasingly using social networks and other Web 2.0 tools in their workplace. But while businesses are keen to limit the amount of work-hours lost to personal surfing, restricting access to such sites may prevent staff from maintaining important lines of communication.

The survey found that 38 per cent of respondents are using social networks to talk to customers. And 41 per cent were using such sites to communicate with co-workers.

Among the "hyperconnected" – the 16 per cent of the workforce who fully embrace the latest tools and services – these figures rose to 59 and 56 per cent, respectively.

"Over 80 per cent of the respondents to our survey are using their mobile phone in a mix of work and personal environments, without giving it a second thought," said Peter Newcombe, president of Nortel carrier networks.

"I think we've got to start being a little more enlightened about people using other devices and applications in a similar way."

Business must adapt to these changing work practices or risk alienating potential new staff, said Nortel. As graduates leave an education system where varied communications are prevalent, they will expect the same level of connectivity in their jobs.

"People won't like the idea of going into a workplace where they are restricted from using the tools they have been comfortable with," said Newcombe.

"They won't want to to work in that kind of environment and they'll look for somewhere that lets them be as productive as they can."

The "hyperconnected" proportion of the workplace could soon grow to as much as 40 per cent, according to the survey.

IDC questioned 2400 adult workers from 17 countries around the world.