As today’s work environment has evolved from chatter around the water cooler to a series of “Likes” and “Shares” and  “Tweets,” entrepreneurs recognize the influence of social media in the workplace and are looking for ways to maximize the benefits of social media in their own business plans.

The matter of individual use of social media in the workplace is still a rather largely debated issue. However, the collective mission of exploring the social media platform encompasses exciting opportunities for business growth.   Here are four things to consider when determining whether or not social media will be beneficial to you.

1.   Improves communication within the company.

Consider social media as the new company newsletter. For example, by maintaining a Facebook page, employees can easily access current information on new company events, projects, policy, or other helpful information.  A friend of mine, Amy Rees Anderson, was a founder of MediConnect. She used a daily blog to communicate with her employees.Improves communication within the company.

At Outbox systems, I interact with many of my employees through social media.  This creates a streamlined communication process, since my employees instantly know what I am currently working on. With many companies supporting a global workforce, social media encourages interaction among staff and provides an efficient way to promote information and invite feedback on related company-wide topics.

2.   Promotes company brand.

Maintaining a company website is an obvious step in creating a competitive edge in the digital age. In doing so, entrepreneurs can provide a platform that promotes your product and services and familiarizes customers with your brand. However by venturing into social media, the potential for further exposure increases. Many companies support blogs, or other arenas for online content, that provide general views on topics that further promote your brand.

“Many companies effectively utilize social media blogging sites to provide company-specific content,”  states the popular blog techranchaustin.com in the May 2013 post titled, Opportunities and Challenges of Social Media in the Workplace. “Not only does this show your customers that you are a thought leader, it also generates conversation on the topic you choose to blog about.” By framing your message in a specific way, you are sure to generate consensus, which will lead to increased conversation about your topic and ultimately your company.

I rely heavily on the feedback I read from customers and employee reviews posted online.  As a startup entrepreneur, this information provides a helpful gauge in designing future goals and formulating my business design.

3.   Finds new talent.

Online recruitment sites have virtually changed the recruiting process. Never before have candidates and employers been so easily accessible to each other.

“By creating a detailed profile, your company will be able to attract the best candidates and maintain strong ties with former valued employees who could be potential candidates in the future,” added techranchaustin.com’s blog.

One of the reasons I write and blog on forbes.com is that it is a great way for me to communicate with former business partners, former employees, and co-workers.  It is an effective way for me to stay in touch. Through regular trolling of new talent promoting themselves on recruiting sites, entrepreneurs can contact new recruits whose talents and backgrounds align with future business ventures.

4.   Benefits sales and marketing.

As a startup entrepreneur, you may have opted out of social media, but make no mistake—your customers are utilizing social media concerning your company. By tracking online reviews or customer comments often supported by third-party consumer review sites, you can access immediate feedback on your company’s recent performance.

According to the published article, Effectively Managing Social Media in the Workplace by Jennifer L. Naeger for Reinhart Boerner Van Deuren s.c.,  “Ninety-four percent of all businesses with a marketing department use social media, such as Facebook, Twitter and Google+, to increase brand awareness and to communicate with over one billion users on these sites. Technology is rapidly changing the way we conduct business, and social media has become the dominant form of communication.”

Word of mouth is an incredibly effective marketing tool. By providing a public forum where product quality can be assessed, or, better yet, a customer’s concern can be remedied, your company can sustain a positive company brand that cares about its customers and the overall job performance of the business.

Social media extends far beyond “Liking” the viral video showing grumpy cats. The power that lies within the global influence of social media is one that can streamline the way information is shared within your company, provide an outlet for business promotion, welcome new employees who can further business goals, and enhance a solid sales and marketing platform.   What contacts did you make today? With social media working for you, the possibilities are limitless.

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MAR 5, 2015 @ 11:55 AM 41,992 2 Free Issues of ForbesDo You 'Like' Social Media In The Workplace?

Ryan Westwood , CONTRIBUTOR Opinions expressed by Forbes Contributors are their own.

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