Peter Bradwell and Richard Reeves from the UK-based independent “think tank” and research institute Demos, recently published a new report titled “Network Citizens: Power and Responsibility at Work”, a 92-page assessment on the potential benefits of social networking within an organization and between an organization and it’s clients. In their research they address one of the main concerns for organizations today, how to respond to the challenges and opportunities that social network technologies offer. While employees may use various social networks to connect online, companies are left trying to figure out where they stand on the social networking issue.

According to the report “these technologies are most often thought of as social – more pleasure than business. When discussed in the context of work, they are tended to be regarded as a drain on productivity, a leaking of people’s social lives into office hours.” As younger employees enter the workplace there is the struggle between organizations who set limits or bans on these social networks and these qualified employees who insist on staying connected. Some companies choose to ban the use of Facebook, MySpace and YouTube by their employees at work others embrace it and have their own company Facebook, Twitter feed or LinkedIn to connect with potential employees or clients.

The report is a great resource for companies trying to determine how social networks will work for them and offers four key takeaways.

1. Recognize that ‘social’ networking is not neatly separated from ‘professional’ networking.
2. A greater value should be placed on developing networks with people outside the firm, not only by senior management but throughout the various levels of the organization.
3. Maintain relationships with former employees that have left the company, these links can bring in information and experience from the outside.
4. Finally companies need to be aware of the potential dangers of networks and realize that managers cannot (and should not) attempt to monitor or police the social networks evolving within the company. Instead they should encourage people to channel the power of networks in progressive directions.

Bradwell and Reeves state that “Networks, as an organizing force, have always existed. But technologies have made it easier for people to connect and collaborate.” Understanding what place social networks have in your company is important during difficult economic times, according to their analysis ”the ‘ties that bind’ within organizations are important incubators of innovation and productivity. Networks contribute to organizational resilience, a vital attribute in an economic downturn.” 

-Diana

Account Executive

To download the full text as a PDF visit http://www.demos.co.uk/publications/networkcitizens.

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