Firms advised of importance of social networking

16:52 14th July 2008

Many firms are not using social networking sites to their advantage, even though they look set to become increasingly important for commerce.

That is according to research firm Gartner, which has advised firms to utilise the potential of such sites if they want their operations to remain competitive in the near future.

Gartner has warned that while social networks are currently used for more personal reasons, it is likely that they will one day be integral to the management of many firms.

A survey undertaken by the research organisation between October and December last year found that almost 40 per cent of the 4,000 respondents said that they make use of social networking sites.

Nick Ingelbrecht, a research director at Gartner, said that as the use of social networks in a commercial manner is yet to be fully implemented, firms should focus on the personal aspect for employees.

He explained: "Social networking software holds enormous potential for improving the management of large companies.

"However, work in this area is still immature and in the meantime companies should be aware of what is happening in consumer social networking and implement appropriate policies for employee use of such services on company time."

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