By M. Isi Eromosele

Social networking sites such as Facebook, Tweeter, My Space and LinkedIn have revolutionized personal and business communications on a global basis. These sites are here to stay.

Business organizations should embrace these sites and use them as an added component in their marketing and sales campaigns. However, companies need to so with the awareness that their security and that of their employees must not be compromised. There is no room for complacency, as organizations are facing a powerful, yet sometime problematic communications channel.

With the advent of social networking sites, marketing, sales and branding practices have been experiencing an evolutionary transformation. Today, a high percentage of consumers are Internet savvy and well versed in using the Web to receive and seek information. The rise of social media sites has accelerated the influence of the web on the ways that national and global companies market their products and services. Social networking sites have become a very effective, precious and indispensable marketing tool that has extended the reach of consumer facing organizations.

Utilizing social media networks, business organizations can maintain direct round the clock communications with their customers, facilitating discussions and exchange of information that reveals issues of concern for both sides. While this forum gives the consumers the opportunity to voice their opinions about a company’s products and services, it gives the company a chance to get invaluable direct feedback that could help them make better products and provide better services. This evolving media paradigm has given consumers a great deal of power to mold their relations with companies they purchase products from. It is imperative that companies maintain communications with these consumers or risk discussions about them and their products and services move forward without their participation. It is a win-win situation for both sides.

From a technical perspective, social networking sites are fraught with specific challenges for businesses and individuals. These challenges include threats such as viruses/malware, privacy issues, cyberbullying/cyberstalking, data leakage and brand credibility.

Viruses/Malware - Criminal groups target social networking sites because they offer an easy and efficient way for them to spread malware to a global unsuspecting audience.

Privacy - Many organizations as well as individuals post too much information about themselves on social networking sites. This can lead to identity theft or phishing attacks which help to increase cybercrime. There are also continuing concerns about what social networking sites do with the information that is left on their sites.

Cyberbullying/Cyberstalking - Individuals using these sites are exposing themselves to the possibility of becoming victims of cyberbullying or cyberstalking. Often, a cybervictim’s only recourse is to secure or remove his/her profile from the offending site.

Data Leakage - Organizational employees as well as individuals often post confidential information about companies and themselves on social networking sites, either willingly or in error. This can be catastrophic for a company and problematic for individuals.

Brand Credibility - On social networks, anyone can hijack and organization’s branding information and use it to further their own cause, creating a public relations problem for the company.

When deciding on policies towards social networking, organizations need to weigh the risks and benefits in the context of their industry, their goals and their business culture. They will need to establish a level of control that delivers effective protection without negating the business advantages provided by social networking sites.

M. Isi Eromosele is the President | Chief Executive Officer | Executive Creative Director of Oseme Group - Oseme Creative | Oseme Consulting | Oseme Finance

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