Social networking 'could improve business innovation'

It could be beneficial for businesses to let their employees have access to social networking sites when they are at work, it has been suggested.

According to Orange Business UK, sites such as Facebook, MySpace and Bebo could help with the development of ideas and make the way a company operates become more innovative, thus helping them economically.

However, Peter Bradwell from think tank Demos, who was speaking of behalf of Orange Business, said that there are some challenges and there must be regulations regarding how the networking tools are utilised.

There are difficulties but, if you can get the balance right, there are some real benefits for both employees and organisations, he said.

Mr Bradwell also highlighted that there must be trust between employers and their workers.

The Network Citizens: Power and Responsibility at Work report recently suggested that companies that allow networking through business are most likely to survive the credit crunch.

ClickAJob Marketing Manager Anders Jensen concurs, but points out that access to social networking in the workplace is a double-edged sword.

On the downside you have employees taking advantage and basically using company facilities for gossip and personal indulgence, he says.

On the upside, proactive staffers - particularly sales people - have unprecedented first-hand access to highly targeted individuals in exactly the right place for encouraging future business, he explains.

Not capitalising on this advantage is like cutting off your nose to spite your face. No company can turn its back on the business opportunities of social networking and hope to survive.