Man plays with an iPhone with instagram loaded

More Americans are using social media at work than ever before. A recent study conducted by the Pew Research Center showed that 30% of workers whose companies have an at-work social media policy still use social media while on the job.

If social media influences so many people to break the rules then maybe banning it in the workplace is not the right response. Let’s not forget a time, back in the 90s, when people thought emails and cell phones would ruin businesses:

“An organization’s culture turns unfriendly and unforgiving. Good people leave. Those who remain are unhappy. Mental health concerns aside, such conditions are not good for business.” – Harvard Business Review, 1999.

Fast forward 17 years and there are articles entitled, “Companies that embrace technology are retaining their most gifted staff” and “Employees who use social media are more efficient, survey says“.

Social media is becoming as important to businesses as phones and emails. Rather than banning social media, businesses should be thinking about why people are using it at work and what marketers can do to capitalize on its usage.

Social Media Shows Your Brand To People While They Work

The two most common reasons Americans use social media while at work are not related to their jobs:

  • Take a mental break from work
  • Connect with friends and family at work

Working People Don’t Have Time For Ads

Man Using His iPhone 6 On Sofa

This means that the content they’re consuming are published by their friends or family and the other people they follow on social media.

People want to reengage with something interesting but they’re at work so they have less time to leisurely explore the web. It is influencer content on social media, and not ads, that can capture interest during this crucially small space in time.

Influencers Are Showing Your Brand To Working Americans

Influencers are followed because they share content that is interesting to a group of people. Their photos show ideas that many people want to try for themselves – recipes, projects, vacations, and tips.

Brands often play a supporting role in the content, which is ideal because the merits of the products are shown naturally, and not forced onto people like an ad. Influencer content often “gives something back” to the reader in return for reading, whether it be information or simply a new dream to pursue, it’s free with no obligations.

Photos from pinterest

Next Steps: What It Means To Be An Influencer-Backed Brand

Influencers are reshaping the way brands communicate with consumers. But before a business commits to an influencer campaign they often need to learn about the process of influencer marketing:

  • Who is an influencer?
  • How does the influencer > Brand relationship work?
  • What’s the ROI of an influencer campaign

At Acorn Influence we’re committed to educating our customers on influencer activation and the methods we use to measure ROI from our campaign. Follow this blog to learn more about the influencer marketing space.

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