Recent data from GfK indicates that the social-networking revolution is having a significant impact on businesses and how they operate. Businesses are waking up to the importance of social networks in shaping their online image and the opportunities they provide in reaching out to new clients and employees. The key challenge is how to make the most of this ever-evolving space.

Changing attitudes to social networking

Gone are the days when social networking meant simply adding friends and family on Facebook and posting photos from last night’s work do. Social networking is getting serious.  The rise of Twitter (and others) has given social networking a more complete identity. Beyond just a social tool, it is now also a platform for news consumption and a vital marketing resource for businesses.  This is demonstrated by the emergence of dedicated business sites such as Viadeo and LinkedIn, designed specifically as a resource for business purposes and the increasing importance companies are placing on marketing activities in this area.

Increased productivity, or increased stress?
New findings by GfK NOP show that, although modern workers are embracing technology right now, there is evidence that the pace of change is risking a divided workforce. This situation presents significant challenges for policy makers and business leaders, creating a need to ensure the workforce is adequately trained and can manage the increased pressure and stress levels of working in an ever-connected environment.

Teleconferencing, BlackBerries, smartphones and, now, tablet computers mean it has never been easier to be in contact with the office. As technological advances alter the way we work, a debate has emerged between those that stress the unhealthy blurring of the boundaries between work and personal lives, and those that see technology as empowering the modern worker to fit their career around other demands on their time.

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