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Social Media’s all the rage. But is it keeping you from what you’re supposed to be doing?

We know this new technology isn’t the end-all-be-all of the PR/Advertising world, but it is significant. So much so, that some companies are hiring SM specialists to focus solely in this realm. But where does that leave the rest of us? Should we ignore our Twitter and Facebook feeds during the day? Is it wrong to read or <gasp> write a blog post between the hours of 9 and 5?

Is it wrong to use SM on company time?

chris prompt

CHRIS:

If you’re in PR, you’re responsible for your company or client’s reputation. This means knowing what people are saying about you and your brand. SM is a great place to start, especially if you operate in the consumer market. And while most PR/Marketing Communication agencies now have full-time staffers devoted to SM “listening,” many companies still avoid the SM playground for various reasons.

But why? Don’t they understand the value of monitoring sites like Twitter and Facebook? Can’t they see the value in the early warning systems of Google Alerts, or the ROI a company can gain from engaging in industry specific forums and wikis? In my eyes, it’s the role of the PR professional to be aware of these opportunities and train employees on how to take advantage of them. Social Media is about engaging with external audiences, and in my eyes, that’s the essence of public relations.

amandafaceAMANDA:

I’m not here to argue that any communications professional should ignore social media – that would just be irresponsible. Like Motrin learned from the mommy bloggers, social media is just as important as any traditional communication forum. It just takes a spark to start a wildfire, and it’s important for us to monitor what is being said about our companies online so we can address any issues before they become full-on disasters.

I will argue, however, that there is a fine line between effectively monitoring social media and letting it take over your workday. What were you hired to do? More and more companies are creating social media positions – a good idea for companies that have the resources, in my opinion. But for those at companies that haven’t jumped on that train yet – how much of your workday should be devoted to SM?

CHRIS:

While it may not appear specifically in a job description, we’re all charged with professional development throughout our careers. Over the course of five years with a company, you should not only by knowledgeable about how that company does business, but also learn more about your role and how to do it more efficiently and effectively. While management and supervisors can be great sources of wisdom and experience, an infinite amount of information is only a few clicks away – and with SM, it’s now specific and personal.

For instance, I subscribe to a number of professional newsletters and blogs that give me invaluable information specific to my job. Suggestions that help me do my job better, quicker and cheaper. Should I forgo reading these blogs on company time because they also help me personally? Not happening (and I think my employer would agree). The trick here, is looking at Twitter feeds and blog rolls through the lens of my position as the company’s communicator. I ask myself, is this relevant to my job and how can I apply it? If  it doesn’t apply, I tag it for after hours.

balance-scale

AMANDA:

Absolutely. If you grow as a professional, chances are your company will benefit – however, I think this gets tricky with social media. The fact is, social media was meant for people to engage, well, socially. Yes, professionals interact via SM constantly, and I’ve learned a lot from watching what these experienced pros say on their blogs and Twitter pages. It just seems like a slippery slope – there is virtually no hard line between what could and couldn’t be considered ultimately beneficial to your work productivity.

But, as important as my boss thinks online media is, I wasn’t hired to grow an online presence – neither mine nor the company’s. Do I ignore social media during the workday? Not at all. I have Google alerts and SM keyword searches on my company’s brand and I absolutely RT when someone tweets a positive message about the company or product. But I can’t justify focusing on social media – even if it could be considered beneficial to the company – at the expense of my assigned responsibilities.

I’m not saying we shouldn’t go above and beyond what we are hired to do – I am definitely not saying we should ignore SM or not consider what other ways we could advance our client or company. I guess all I’m trying to point out is that, as sexy as SM is, we need to make sure we aren’t sacrificing performance or efficiency in our assigned roles in favor of social media management.

CHRIS:

I’ll agree that engaging in SM while at work is all about time management, and finding a balance is definitely tricky. But ultimately, I think the PR pro is better off engaging throughout the day as the potential ROI for the company is too big to be ignored (so long as the day-to-day tasks are still being completed).

But it looks like we’ve got another sticky one here. And another one people can relate to, considering most are probably reading at work. But we want your input. With less than 4 years combined experience, Amanda and I realize our words only carry so much mustard. So, let us know what you do. Or maybe more importantly, what your employer demands you do. (FYI, if the comment box doesn’t appear below, click on the top title of the post then scroll down.)

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