The Tribune

By Ian Ferguson

We exist in an advanced technological age. Everyone in our corporate world is required to master some form of technology in order to survive and perform even their basic functions. Additionally, we have seen an implausible surge in corporate social media use, where companies now see the great opportunities for sales, marketing and education through Facebook, twitter, instagram, You Tube and hundreds of other platforms now flooding the marketplace. Anyone and everyone serious about marketing, and serious about business, has created a social media page, and has taken steps to maximise the use of the page for the purpose of promoting the company and its products and services.

Now here is the challenge. While these vital tools have been a tremendous blessing to industry, many employers fear they have also become a dangerous distraction for many. No one denies that far too many hours are spent in idle time on social sites, even by professionals who should be committing their time and attention to serving their clients and constituents. Smart phones, I-Pads, tablets and company laptops are all fully engaged in the business of sharing details of the weekend party, the family saga, the workplace gossip, the winning numbers to play, and our always-juicy political drama.

The question that looms, then, is how industry leverages the best of both worlds - where we encourage people be to responsible and complete the tasks and assignments given to them with an air of proficiency and efficiency, while also reaping the benefits of corporate social connections. Is this even possible? Or is the level of skills and productivity in the Bahamian workforce to suffer another blow, due to individuals who lack self-control and neglect their primary responsibilities, mesmerised by the social chat online. Today we provide businesses with some tips for maintaining or achieving this balance:

1. Identify one individual or team of persons who will represent the company on social sites. They will be responsible for posting, updating, responding to queries and maintaining the good face of the organisation online in real time.

2. Create a social media policy that reminds employees of their need to be productive and disciplined. If you do not address it in writing, they will not take you seriously.

3. Provide training, perhaps in the orientation programme, towards the responsible use of all tools provided by the company.

4. Ensure that employees have clear deliverables and specific tasks that engage them throughout the day. Less idle or down time means less time to engage in fun and frolic on social sites. In a goals-driven environment, where accountability for action and results is the order of the day, people will play less.

5. Teach persons to be responsible, even while on their various social sites. In our small community, where people are extensions of our work brand, the pictures and content they post ultimately affects how customers see them and your company.

NB: Ian R. Ferguson is a talent management and organisational development consultant having worked in both the public and private sector locally, and regionally, providing interventions and solutions for promoting business and service excellence. He was educated at the College of the Bahamas, the University of the West Indies, St Johns University and holds a Masters of Science Degree from the University of Miami.