Social networking in workplaces increases efficiency says AT&T

AT&T logo A latest study conducted by AT&T Inc. states that social networking can be the best way to beat the blues at work place and increase efficiency.

The independent market report surveyed 2,500 people in five European countries and says that 65 percent of employees in various organizations had made more efficient and 46 percent experienced enhanced creativity and enlarged scope for “sparked ideas” personally.

The technology link in this survey is the ways social networking amongst employees can be promoted which are already prevalent across European organizations which are company owned collaboration sites on intranet, internal forums, company-produced video material shared on intranet, online social networks like LinkedIn, Facebook and external collaboration sites such as on the web and internal blogging sites.

These are the top 5 social networking ways in Great Britain, France, Germany, Belgium and Netherlands. Also, as per the research, the social networking has been adopted by the companies as a part of their working culture say employees. While the rate of adoption is just 59 percent in Great Britain, it is the highest in Germany at 72 percent.

“The change is sociological rather than technological, thus is will be difficult to justify with traditional ROI models”, says Martin Silman, executive director at AT&T. “Social networking is changing the way corporations communicate and if the corporate vision incorporates and builds upon the move to social networking and web 2.0, then the key performance indicators will easily follow.”

However, like a coin has two sides, every new change too has its pros and cons. The disadvantage of the latest trend in work culture seems to be distracting for 49 percent of the surveyed employees. Moreover, the deadliest threat from social networking happens to be the leak of confidential information.

The advantages are equally significant which include scope for increase in individual’s knowledge, access to solutions of problems, two of the most important results cited by the report.