In what might raise a few eyebrows, top managers check their personal e-mail (90%) slightly more often than their corporate e-mail (89%), according to a recent study. That’s on top of regularly checking Facebook (55%), Twitter (40%) and blogs (23%) .
The study, which was conducted by People-OnTheGo, took the pulse of 1000 business professionals to get a sense of how the use of social media is affecting the workplace. Employees estimate that they spend about four hours a day managing multiple “inboxes,” the study said. Constantly checking all of your “inboxes,” of course, can be counterproductive: 42% of respondents in the study said they interrupt their work to check their inboxes more often than they would prefer.
While there are a bevy of online tools designed to automate social channels b2b sales and marketing executives also need to ask themselves a few key questions – and perhaps set some personal parameters – so using social networks doesn’t slide into a perennial time suck:
- Write a social media playbook so sales reps have a few goals in mind when navigating the social media terrain. The playbook shouldn’t be too constricting, which may stifle any potential value that can be tapped from social platforms.
- Lock in some metrics (however unscientific) about the value of using social media in terms of generating new leads, enhancing the visibility of the company’s products and services and growing word-of-mouth marketing. As the use of social media grows, so, too, will the ability to measure its value.
- How much time per day (or week) should you spend using social networks? For time poor sales execs, a half hour (or an hour) a day seem suffice. The amount of time spent accumulating intelligence from social networks is separate from the time needed to put that intelligence to work.