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Social media yet to go viral for businesses, CIPD research finds

Only 25% of employees are using social media for work purposes, suggesting employers are "missing out" on the business benefits, according to a study published today by the CIPD.

The study, Social technology, social business, found 47% of employees who use social media for work on a daily basis see benefits for their organisations. It added that employers, who aren't already encouraging and embracing social media use, could be missing out.

The study of more than 2,000 employees also confirmed generational differences in the use of social media, with the proportion of UK employees using social media for work rising to 42% among 18-24-year-olds.

The CIPD said this proves social media use will become more commonplace in the future, irrespective of organisational strategy, and many employers will be left playing catch up.

Social media use 'exaggerated'

However, CIPD research adviser Jonny Gifford said claims social media has created widespread transformation in the workplace appear to be "exaggerated".

"Social media's potential for improving employee voice and employee engagement has not yet been realised, and employers could be missing a real trick there," said Gifford.

"Although technology alone will never be capable of transforming an organisation's culture, inhibiting channels of communication will only serve to create the kind of closed cultures that have proven to be so toxic in many organisations in recent years."

Perception issues

The study found the main reason for the lack of social media use at work is down to perception issues and organisational culture. Many employees are not yet convinced of the value of social media or its relevance to their role.

Gifford added: "Employers who actively embrace and encourage the use of social media are most likely to maximise the benefits and minimise the risks - HR and communications departments should be leading the charge in this regard, since if they are not focused on building strong and open cultures, then who is?"

In a separate study by the CIPD of more than 500 HR professionals, 29% of respondents reported that their organisation had disciplined or dismissed employees for misuse of social media in the past year.