The Impact of Social Media Scrolling on Electrical Contractors’ Projects in Ireland

Literature Review

Name:   Bernard Madigan

Student No:  S002529252

course:  Bachelor of Science Honours Facilities and Building Services Management

Course Code:  SG-SFABI-K08

Subject: Research Methods and Dissertation

Supervisor: Mr. Martin Bond

Introduction to Literature Review

In today’s digital age, social media use has become a pervasive part of everyday life, influencing various activities, including work behaviour. Social media platforms such as Facebook, Instagram, Twitter, and LinkedIn offer users instantaneous access to information, social interactions, and entertainment. However, this constant connectivity can also pose challenges in the workplace, particularly in fields where focus, attention, and safety are paramount. One such sector is Electrical Contracting, where professional craft persons (electricians) engage in technical, hands-on work that demands precision and careful adherence to safety protocols.

Despite the critical nature of the tasks performed, electrical contractors, like many workers in other industries, are not immune to the distractions posed by smartphones and social media platforms during working hours. Social media use during work hours has been linked to decreased productivity, increased risk of accidents, and lower work quality. The tendency for employees, including electrical contractors, to engage in social media scrolling while on the job has raised questions about how this behaviour affects work outcomes and what underlying factors contribute to its prevalence.

This literature review aims to explore the psychological, environmental, and technological factors that encourage electrical contractors in the Midwest of Ireland to use social media during work hours, even while performing tasks that require careful attention and focus. By synthesising existing research, this review will examine the causes of social media distractions in the workplace, the impact on productivity and safety, and potential solutions to mitigate these distractions. By understanding the broader context of social media addiction and workplace behaviour, this review will seek to provide insight into how this issue manifests within the specific setting of electrical contracting.

The Role of Social Media in a Professional Context

The construction sector, characterised by diverse stakeholders and often very complex projects, is increasingly leveraging digital tools to enhance communication and project efficiency. Social media platforms such as LinkedIn, Instagram, Facebook, and TikTok have emerged as vital channels for networking, showcasing projects, and engaging with clients. (Ravi Jeswani, 2023) Despite its advantages, improper use can hinder productivity and expose organisations to reputational risks (Akram & Kumar, 2017; ISACA, 2023 Construction companies utilise social media to showcase completed projects, engage with clients, and build brand visibility. Platforms like Instagram enable firms to share visually compelling content, while LinkedIn serves as a professional networking tool to connect with industry peers (Zerfass & Viertmann, 2017).In large-scale construction projects, teams often span multiple locations. Social media facilitates real-time communication, file sharing, and project updates. Tools like WhatsApp are widely used to enhance team coordination. According to the Construction Industry Federation (CIF), over 70% of contractors in Ireland utilise social media to improve their visibility and provide better client engagement. However, this constant connectivity can lead to potential distractions, which can negatively impact work performance and deadlines.

The Electrical Contracting Industry involves many skill sets on-site and in the office environment, from client interactions, project management, pricing, and equally the craft of electrical installation work in general. Contractors typically face many challenges daily, including tight deadlines, reaching certain project milestones, safety compliance, and of course maintaining the correct standards as set out in the NSAI National Rules for Electrical Installations. (IS.10101:2020). The dynamic nature of this work means that any distraction such as social media scrolling can significantly impact performance, quality, deadlines, and of course safety.

Understanding Social Media Scrolling Behaviour

Social media scrolling behaviour is characterised by continuous and often passive engagement with digital content. This behaviour, commonly referred to as “doomscrolling” or “mindless scrolling,” has drawn increasing attention due to its psychological, cognitive, and social implications. (Satici et al., 2022). By understanding the dynamics of social media scrolling, stakeholders can better address its impact on individuals in the workplace.

Scrolling through social media has become a habitual activity for millions of users worldwide, driven by the design of platforms and the innate human need for connection and information. Social media platforms such as Facebook, Instagram, and TikTok employ infinite scrolling and algorithm-driven content delivery to maximise user engagement. These features tap into psychological mechanisms such as intermittent reinforcement and the “fear of missing out” (FoMO) (Alter, 2017; Montag et al., 2021).

Social media scrolling activates the brain’s reward system, releasing dopamine during interactions like receiving likes, and shares, or engaging with new content. This intermittent reinforcement creates a feedback loop, reinforcing repetitive scrolling behaviour as detailed in the study by  (Montag & Diefenbach, 2018; Alter, 2017). Excessive scrolling is associated with reduced attention spans and decreased cognitive performance. Paradoxically, while social media connects people, excessive scrolling can foster feelings of social isolation and loneliness. studies have also noted a decline in employee productivity due to prolonged use of social media during work hours (Andreassen et al., 2012; Akram & Kumar, 2017. Studies have shown that individuals who frequently engage in social media while working are more likely to have difficulties completing tasks on time. (Błachnio, Przepiorka, and Pantic, 2016)For electrical contractors, this can lead to delays, increased job pressures, and potential financial repercussions. It has been proven that smartphone distraction can reach a level whereby we are unable to reach a “state of flow” at work (Montag and Walla, 2016) . This flow is described as when someone is fully engaged in an activity that they have no concept of space and time, while being very productive. A prerequisite for this state of flow is that there should be several minutes of full unbroken concentration. Even a brief interruption of as little as 2.8 seconds will disrupt a person’s flow of concentration and can lead to errors in cognitive tasks. (Duke and Montag, 2017)Therefore, Smartphone alerts when messages come in from social networks can interrupt the workflow and harm flow productivity. It has been observed that a checking habit can develop whereby a person continuously checks their smartphone for new content with brief, repetitive inspection of dynamic content quickly accessible on the device. (Oulasvirta et al., 2011). In a 2015 study, it was shown that participants checked their smartphones every 18 minutes. While checking their phones, they also enter a state of flow while on them, which in a work environment can further undermine productivity. (Duke and Montag, 2017)

The Impact of Social Media on Workplace Productivity

Reduced Standard of Workmanship. It has been shown that when workers jump from one task to another, they are more likely to make mistakes. A study by Rubenstein showed that task switching resulted in more mistakes than carrying out repetitive tasks. (Rubinstein, Meyer, and Evans, 2001)

Information retention. When in the flow state, workers are immersed in the job at hand and performing at their best, this requires a period of sustained focus and concentration. This flow state is much more difficult to maintain if there are continuous distractions and interruptions, for example, checking messages, or notifications on the phone.

Decision Fatigue. As the person gets tired, they are less likely to make good decisions in the course of their working day. Continually switching tasks during work can lead to decision fatigue by depleting their cognitive resources. Many studies have shown that in continually switching tasks the encoding of task-relevant information gets impaired, which in turn causes poor memory retention and distraction. (https://pubmed.ncbi.nlm.nih.gov/30777509/)

Time Wasting. Each time a person switches tasks during the workday, approximately 23 minutes of concentration is lost. It is thought that a worker will change their focus at least 15 times a day, which could lead to a time loss at work of up to 40%. (Cyril Couffe and George A. Michael, 2017

Social Media Policies and Management in the Construction Sector.

The increasing integration of social media into the electrical contracting context has prompted organisations to implement structured policies to manage its use effectively. In Ireland and across the European Union (EU), the development and enforcement of social media policies have gained momentum as companies strive to balance the benefits of digital engagement with the risks associated with its misuse. This chapter examines the role of social media policies in the construction sector, with a particular focus on Ireland and the EU, analysing their implementation, effectiveness, and potential challenges.

In Ireland, companies increasingly adopt formal policies to manage social media use. These policies typically include the following elements:

1. Usage Guidelines During Work Hours: Clear instructions on when and how employees may access social media. For instance, policies may prohibit use during operational tasks, especially in high-risk environments like electrical contracting. While not related to construction, the HSE has developed a very comprehensive policy.
2. Content Sharing Rules
   Policies often restrict the sharing of project-related details, client information, or images without prior approval to avoid breaches of confidentiality and reputational harm.
3. Safety and Compliance: Prohibitions against social media use in hazardous areas, such as construction sites, where distractions could lead to accidents (European Agency for Safety and Health at Work, 2020). https://osha.europa.eu/sites/default/files/Foresight_new_OSH_risks_2025_report.pdf(osha.europa.eu, n.d.)

The Importance of Social Media Policies

Social media policies provide a structured framework for acceptable use, helping organisations prevent misuse, protect sensitive information, and maintain their reputation. Within the construction sector, and specifically electrical contracting, these policies are critical for ensuring safety, upholding productivity, and minimising legal risks. In a sector characterised by high collaboration demands and operational hazards, the absence of such guidelines could lead to disruptions, accidents, and reputational damage (Smith and Taylor, 2019).

A recent survey by the Construction Industry Federation (CIF) found that over 70% of Irish construction firms actively utilise social media for marketing and client engagement. However, 45% reported issues stemming from unregulated employee use, including time theft, breaches of confidentiality, and reputational challenges (CIF, 2022). These findings underscore the importance of structured policies like the CIF’s Sample Policy on Mobile Phone Use (CIF, 2021), designed to mitigate workplace distractions caused by mobile devices

Strategies for Implementing Social Media Policies at Work

Irish companies are increasingly formalising social media policies tailored to the unique challenges of construction projects. Key components of these policies typically include Social media policies that define when and how employees may access platforms during work hours. For example, many organisations restrict social media use during operational tasks or in high-risk environments. While specific examples from the construction sector are scarce, comprehensive workplace guidelines, such as those developed by the Health Service Executive (HSE), provide a valuable template for creating sector-specific policies (HSE.ie, n.d.)

1. Content Sharing Rules Policies often restrict the sharing of project-related details, client information, or images without prior approval to avoid breaches of confidentiality and reputational harm.

2. Safety and Compliance Measures: Social media use is prohibited in hazardous environments like construction sites to minimise distractions and ensure safety. A report by the European Agency for Safety and Health at Work (EU-OSHA) stresses that mobile device distractions significantly increase the likelihood of workplace accidents, particularly in sectors involving physical labour or machinery (EU-OSHA, 2020).

3. Education and Enforcement Beyond written policies, successful implementation requires regular training sessions to educate employees about acceptable practices and potential risks. While research by Johnson and Smith (2020) emphasises that effective enforcement mechanisms in a student context, including monitoring and disciplinary actions, are critical for ensuring compliance and achieving the desired outcomes. This theory argues that cooperative learning produces better outcomes for students than competitive learning. This model would benefit education in the use of smartphones on a project site.

4. Establishing Clear Policies Contracting firms should establish clear social media policies that delineate acceptable use during work hours. Research indicates that firms with well-defined guidelines experience improved productivity and morale (Indeed Career Guide, n.d.) In any event, employers should have a clear policy on the use of social media in the workplace and the policy should be communicated to all employees. If employers allow access to social media on the employer’s equipment during working hours, the policy should be very clear on what is (and is not) acceptable use. (cody, 2018)

5. Promoting Digital Well-Being Fostering a culture of digital well-being is crucial. Training sessions on the impact of social media on productivity and mental health can equip employees with tools to manage their online behaviour effectively (Duke & Montag, 2017). The provision of short training courses is available on-site or online to help employees manage social media activities. (Etbi.ie, 2019)

6. Utilising Technology Solutions Implementing technology solutions that limit social media access during work hours can help reduce distractions. Applications that track and manage time spent on social media can empower contractors to be more mindful of their online habits.

Challenges and Recommendations

Despite their importance, social media policies face challenges regarding employee buy-in, effective enforcement, and staying updated with rapidly evolving digital platforms. To address these issues, organisations must ensure that policies are clearly communicated, regularly reviewed, and supported by leadership. Additionally, involving employees in policy development can foster a sense of ownership and compliance. (Theodore Gerard Lynn et al., 2023)

As the construction industry in Ireland continues to embrace digital transformation, robust social media policies will remain a cornerstone for balancing innovation with responsibility. By adhering to best practices and leveraging sector-specific insights, organisations can maximise the benefits of social media while safeguarding their operational and reputational integrity.

 Conclusions

The increasing use of social media in the construction sector, particularly in Ireland, underscores the need for structured and enforceable policies to manage its impact on workplace productivity, safety, quality, and organisational reputation. While social media offers significant benefits, such as enhanced marketing opportunities, improved client engagement, and streamlined communication, its misuse presents challenges that can disrupt operations and compromise both reputation and safety.

This review has explored the critical elements of social media policies, including usage guidelines, content-sharing restrictions, and safety measures. It has also highlighted the role of industry organisations, such as the Construction Industry Federation (CIF), and regulations such as the Health Welfare and Safety at Work Act in providing templates and guidance that help firms navigate the complexities of social media management in a high-stakes industry. The findings emphasise that well-defined policies, supported by employee training and effective enforcement, are crucial to balancing the benefits of digital engagement with the risks associated with unregulated use.

Moreover, the implementation of these policies must be tailored to the unique demands of the construction sector. High-risk environments like construction sites demand caution to minimise distractions and ensure compliance with occupational safety standards. The CIF’s initiatives in addressing mobile phone and social media usage reflect an essential step toward fostering a culture of safety and professionalism in the workplace.

Going forward, the construction industry must adopt a dynamic approach to social media management, regularly revising policies to address evolving technologies and workplace behaviours. Greater collaboration among industry stakeholders and the dissemination of best practices will further strengthen the sector’s ability to harness social media benefits while mitigating its challenges.

Ultimately, the adoption of comprehensive social media policies represents not just a necessity but an opportunity for the construction sector in Ireland to foster safer, more productive, and more responsible workplaces. By aligning digital engagement with strategic goals, the industry can navigate the complexities of the modern digital landscape while safeguarding its operational and reputational integrity.

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