A Social Media Backlash? Integration versus Privacy
Social networks continue to integrate themselves into our daily lives in new ways and with an increasing pace. Sometimes this integration is welcomed with open arms, and sometimes its reception is a bit less friendly. Such is the case with Google’s recent change to its YouTube anonymity policy. As of November 6, 2013, YouTube members can only comment on videos with a Google Plus account. Frustrated members have created a petition at change.org to voice their dissent. With over 150,000 signatures, YouTube members have expressed their desire for privacy first. Will Google’s forced integration of YouTube and Google Plus boost g+ membership or push YouTube users away into new and different platforms?
For a different perspective, Addy Dugdale at Fast Company recently reviewed how Amazon is tapping into Facebook so users can “social” shop. Facebook users can now combine their profile page with their Amazon account and share recommendations, purchases and wish lists. Amazon does offer an opt-out for privacy-minded parties, but the world’s largest social network does provide a large window for peer reviewed products. Remember that close to 84% of Millennials say that user generated content influences what they buy. Social savvy Millennials shopping and sharing visibly to their networks should provide a bigger boost to Amazon’s sales as we head into the holiday season.
For HR as well social expands its reach into the office. Firms can use social graphs to track the influence of leaders and workers beyond the basic org chart. Many firms are using social learning and gamification to develop their workforces. Social media is a driving force behind engagement with potential candidates for the firm and a vehicle for the employer band. Facebook now has the technology to target specific candidates based on selection criteria like education experience, employment history, geographic location, and even the type of device used to access the network.
Social networks have worked their way into many facets of our lives and are here to stay. The argument for integration and privacy can have both pros and cons, but like any tool the value of what it does depends on who wields it. A hammer can build or break. The potential of what can be done with a network of over one billion users is inspiring and has uses particularly suited for HR’s needs. Join HCI this November 20, 2013 at 1pm ET for the webcast, Simple Steps for Attracting the Right Talent with Facebook Recruitment Ads, and hear Dina Kraus, talent lead for strategic initiatives at Cigna, and C.J. Reuter, director of client success at Work4, share how Facebook ads can be used to create highly targeted campaigns tailored to ideal candidate profiles. Firms can quickly and easily get jobs, the careers page, recruitment events, and even the employer brand directly in front of the people most likely to click and apply.