Social media platforms like Facebook and Google+ are fast becoming a big topic for business. Consumers are embracing these communication and collaboration channels for more than just sharing holiday memories. According to software provider Invesp, one-third of workers use social media at work for at least an hour a day. Most of us also expect to use these collaboration channels increasingly in our work environments to improve the information flow.
We want to communicate at work as we are used to communicating when off work – with or without the consent of our employers. Today, however, Invesp data shows that less than 20% of companies have integrated social media with their customer care, sales or product development. Moreover, communication culture is part of business culture and work flexibility and as such impacts any business’ endeavor to attract and retain creative talent. Data by office solutions vendor Intelligent Office, indicates that 25% of people say they would not work for a company that does not allow social media at work.
For IT and business leaders, these social dynamics bring their own opportunities and challenges, as social media communication:
Provides an innovative and attractively priced communication infrastructure.Top management and business line managers alike increasingly recognize that social media forms a fundamental channel for informal communications. Social media offers cost effective collaboration and communication channels.
Today, Facebook announced a new road map for its social advertising solutions. Over the coming months, Facebook will evolve its ad offerings to:
Focus on business objectives. “Do Facebook advertising” is not a business object unto itself. Social advertising broadly, and Facebook advertising specifically, is just one piece of a broader mix of options to reach new audiences. Facebook plans to help marketers align their spending to their business objectives by offering solutions specifically for brand marketers, online retailers, and other types of advertisers.
Make social ads more social. Facebook’s data shows that ads on its site work better when they contain a social component (e.g., ‘your friend Nate likes this brand’) — so soon, all Facebook ads will contain social elements by default. This is part of a larger trend to make social advertising more personal than traditional display advertising.
Simplify its advertising options. As Fidji Simo, Facebook Ads Product Manager, said today, "it should be simpler." Today, Facebook offers a veritable Chinese menu of ad units that frankly confuse most marketers. To simplify ad buying, Facebook plans to slash its existing number of ad units in half to create a simpler ad-buying experience.