Social Media’s Industrial Strength
Business Spectator: By Leon Gettler
Quick quiz: What do the Victorian nurse’s union, Kyle Sandilands and The Circle’s co-host Yumi Stynes have in common? They all tell stories about the use of social media as a weapon. It’s a warning for companies, politicians and managers who have until now regarded social media as just a marketing tool and press release.
Social media is a completely new way of doing things for managers. Companies have avoided dealing with it because of time and resources and they regard most of what’s discussed online as shallow when they have work to do. There’s also lack of expertise and ignorance. They might say there are no sufficient tools yet to measure the effectiveness of social media and there is no ROI. But the nurses dispute, not to mention what’s happened to Sandilands and The Circle tells us that will have to change. The nurses’ use of Facebook is a warning that could extend well beyond industrial relations.
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