Microsoft Canada recently conducted a survey that examines how Canadians are using the Internet and their favourite social networking sites. The survey revealed that on average, we have about seven different personal profiles but most aren’t managing these effectively –putting their online identities at risk.

The survey results took me back to my time at Carleton University when I studied journalism. Armed with a Hi-8 video camera, another student and I decided to make a documentary that examined how the “World Wide Web” would affect television journalism. I’m sure if I could find a VCR to watch this groundbreaking exposé again, we would find it quaint in retrospect.

Back then, the media were still calling the Internet the “Information Superhighway ”. While I don’t think we had the vision to imagine the mechanics of YouTube, Facebook or Twitter , our documentary concluded that the Internet would make the news more democratic; new “prosumer ” technology such as DVD camcorders would make it more accessible for consumers to tell their own stories and the Internet would make the nightly newscast more interactive.

Ten years later, social networking sites have made consumers their own broadcasters. Cell phones with advanced photo and video capabilities have made the user the paparazzi. The ethical standards and editorial filters of traditional journalism are ignored online. As a result, individuals most now think of their online identity or persona in the same way a marketer would manage their corporate brand.

Like it or not, it’s the same for companies. Businesses are finally beginning to realize that if you are not online someone else is in control of the message. Are you happy with the results people get back when they input your name in a search engine? Are you effectively monitoring what bloggers are saying about you? Are you reviewing and looking to implement social media analytical tools to measure and manage your online identity?

If not, why not?

This recent study makes the claim that using Facebook at work just might make you a better employee. And for many of us, this survey validates the time we spend secretly lurking on Facebook at work – while nervously glancing over our shoulders to make sure the boss isn’t watching.

But it seems that increasingly, companies are putting measures in place to block employees from viewing social networking sites at the office.   This is often the result of misconceptions and negative connotations around the ramifications of using social networking sites.  Organizations need to stop being afraid of keywords like “blogging” and “twittering” and learn how to develop a strong online presence and visibility for the company.  There is so much opportunity and apparent business benefits of social networking online – your audience is already there and so are your competitors.

Today’s customers expect some level of online communication with companies beyond just a website.  Interacting with customers through online forums provides a sense of loyalty, support and a positive experience for the customer.  Social networking sites are also an easy way for companies to sidestep expensive forms of communication, like advertising and marketing, to reach customers.   Bottom line: it’s a win-win situation for both the customer and company. 

When the Internet initially took off and companies began creating corporate websites, these same negative perceptions existed.   People were intimidated by the vast capabilities of the Internet and its freewheeling ability to disseminate messages to a large audience.  Similar misconceptions exist with corporate blogs, Facebook and Twitter accounts – the fear of the unknown.  But if you were slow to trust the Internet and make the jump to a corporate website then, you probably can’t afford to miss on the opportunity to get involved in the social media network now. Although the future of social media remains to be seen, you won’t get anywhere by sitting around and waiting for others to try it first.

We’re seeing more journalists and even CIOs tapped into online sites like Facebook and Twitter and actively contributing to these forums.  Companies are cluing in to the fact that their audiences are online, and in order to reach these audiences, they need to increase their presence in the online space.

So instead of worrying about employees “playing around” on Facebook, companies should be more concerned about engaging their online audience.  

Zinc Research recently unveiled the results of their “Canadians and Facebook Survey” and it comes with a few surprises. According to the survey results, just over half of all Canadians that are online are now also members of FB. What’s more surprising is the rapid ramp-up of Canadian membership over the three months prior to Christmas. With an average of 5.7 hours a week spent on the uber-popular website, it is clear that Facebook still has legs. One thing found lacking in the report was any critical mention of the intensely popular social networking site. With the relatively recent opening up of the platform to developers, introduction of “targeted ads” (Hey Facebook, I don’t need to lose weight, really), advertiser fan pages and the kerfuffle regarding Beacon or FB’s policy of knowing what you are doing on non-Facebook sites, and in some cases actually publishing this activity has many long-time users fuming mad. Add the recent spam attacks to that and although the legs seem fine perhaps a new pair of shoes are needed to help the website really find its stride.