Several years ago I attended an industry conference where anumber of workshops detailed how to use and manage varioustechnologies. A senior-level IT executive spoke on the use ofsocial media by businesses, and he pointed out that he blockedemployees' access to websites such as Facebook and Twitter due tosecurity risks. Then he shared horror stories about security gapsat other companies as a result of a lax policy.

This was about five years ago, when our industry was still waryof social media. I knew eventually the tides would turn andbusinesses would open the portals, albeit with protective measures,and that social media's influence over marketing, hiring andpersonal development would grow.

A recent report by ProskauerRose LLP, "SocialMedia in the Workplace Around the World 3.0," shows that nearly90% of all companies now use social media for business, a markedincrease over a few years ago. Businesses are using social media ina more sophisticated and widespread way.

The survey found that because most businesses have had to dealwith social media misuse and have taken disciplinary action, socialmedia policies grew from 60% to nearly 80% within the lastyear.

This might be why the survey also found that more employers areblocking access at work: from 29% in 2012 to 36% in 2013. It's thisdichotomy of practices—growing in marketing and hiring, shrinkingin staff access—that is creating the greatest challenge forbusinesses.

How do you deal with the push/pull of social media? There aretwo areas to address.

Policy and procedures

Social media policy should be explicit, clear and accessible. Itshould govern employee behavior and provide examples of appropriateand inappropriate use of various platforms.

Social media access is expected by today's new hires.Well-balanced policies should include time for employees to relax.Catching up on posts is the modern version of a smoking break.Building short breaks into the day for employees to check Facebookor Pinterest will help them focus on their tasks afterward.

Software and education

Reviewing a job candidate's social media activities beforehiring can uncover trouble. But once you decide to hire, invest intheir success rather than continue to investigate their sociallives.

As part of customer service and brand management, monitormentions of your agency on the Internet. Google Alerts lets you set upsearch keyword parameters that generate an automatic email alertwhen there's a mention.

When you come across something, respond. Thank them if it'spositive and consider reposting. If it's from an employee, supportthe positive activity. If there's a complaint, find out whathappened and try to resolve the issue. The key is to take theconversation offline. Direct message them, then do whatever you canto convert them to a fan.

Another step for positive social engagement is to invest ineducation. Don't assume your employees know all about using socialmedia in a company environment, no matter what their age. Bring inprofessionals to teach the entire organization about how to bestuse social media and respect the influence it can have with yourcustomers and on your agency.