In North America, about half of the workers who use social media tools like Facebook, Twitter and the like are promoters vs. only about a third who don't use such tools. Some 42% of smartphone users at work were advocates vs. 30% of non-smartphone users, and 39% of those using the Internet after work for business are advocates vs.29% who don't, Forrester found. Though Brown did point out to IT pros who are Forrester's clients: "As IT professionals who are presumably in love with technology, you actually buck the trend" by not being strong advocates, like employees in HR, finance and sales.
Brown told Network World that the response by IT pros isn't so surprising when you consider that many IT staffs are focused largely on indirect commercial activities like enabling sales and marketing with technology . His take is that respondents felt: "I'm in IT, that's not my job." Brown says that attitude might change as employees move up the leadership ladder, though Forrester has yet to dissect its survey results to that degree.
Based on its findings, Forrester recommends using content and collaboration tools to support HR hiring and recruiting efforts, such as by tapping into the social networks of company advocates. It also suggests incenting employees to advocate for the company and educating higher-ups about the potential benefits of putting social media, mobile and other technologies into more employees' hands.
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