The Battle over Social Media - Balancing Your Marketing Department's Need with an Employer's Desire to Block Access

April 27, 2009

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By: Christine Pilch and Kevin V. Maltby, Esq.

Social media, i.e. Facebook, LinkedIn, Twitter, blogging, YouTube, etc, are essential elements to many contemporary marketing campaigns. Their application has contributed great strides in the battle to level the playing field between large and small companies and is breaking down the barriers of geographic remoteness. More and more business leads are coming through social media marketing strategies, new resources are discovered, partnerships are being forged, and deals are being done. But how can you balance your marketing department's need to develop strategies that rely on this emerging media and your fear that such applications empower your employees to fool around on your time?

Social media is no longer new, but new applications are constantly being developed. As the economy continues to slump, newspapers fold, and sales departments continue to struggle selling advertising time on traditional electronic media, many businesses are realizing that utilizing the vast majority of social media is free. Why not utilize something at no cost that has such a tremendous potential payoff?

To answer the question posed you must balance the allure of using these essentially no-cost marketing tools against the potential risk to your company. When used responsibly, social media can be an effective means of raising awareness, ...

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by: Christine Pilch and Kevin V. Maltby, Esq.

BusinessWest
April 27, 2009

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