Enterprise 2.0 is rapidly growing, many workplaces are now discovering that social media tools such as YouTube, Twitter and Facebook are great for advertising their brand and communicating with customers as well as for company related collaboration and communication. Major organisations such as Microsoft, IBM and Novell and other large corporations, through to even the United States Government are also introducing Enterprise 2.0 tools into the realm of business. By taking a closer look at the increasing adoption of Enterprise 2.0 we will look further into the benefits and risks of how these tools can have an impact.
Productivity & Wisdom of the Masses and Collaboration
Through the use of Web 2.0 tools it leads to easier collaboration and better team effectiveness it can also improve team performance and enhanced trust building, accelerated interaction. Traditionally most work was conducted through email which can sometimes be one sided. Novell has taken to the use of wiki’s as a standard means to facilitate collaboration, documents, articles and idea sharing. This beats the traditional method of email and opens up the so-called “wisdom of the masses” and allows for greater productivity and information sharing.
With Web 2.0 organisations and companies open a platform for their customers to provide feedback through uses of twitter, blogs and facebook. This can prove important with customer relations and opens a path for the company to take on board any creative criticism or other general feedback from their clients.
Having a ‘Social Media Policy’ in place can reduce the risks that are mentioned below, but are not limited to.
This is undoubtedly is the biggest issue within implementing Enterprise 2.0. The major concern is how to use these tools without the risk of an employee purposely or accidently releasing sensitive information about in-house company information. If you allow people to upload/download files to these systems, how will you prevent malicious files from entering your network? While sharing content and information is a great idea, you still have to protect your company, an open system such Facebook or wikis this makes it a challenge to maintain security.
Reputation & Reliability
Introducing Enterprise 2.0 tools into a business, employees now leave the company exposed to unforeseen comments or posts that may tarnish the company’s image. For example, Staff may make negative comments about their company or their clients on public Web 2.0 sites or post up information that is unreliable and incorrectly used or provide unclear or misleading instructions.
A case study produced by Symantec has shown that “The typical enterprise experienced nine social media incidents, such as employees posting confidential information publicly over the past year, with 94 percent suffering negative consequences including damage to their reputations, loss of customer trust, data loss and lost revenue.“
Examples of successful implementation:
McDonalds – A real time blog and feedback awareness platform available once a week for employees
Novell – Uses wikis in a variety of ways across their enterprise for projects, events, logistics and conversation.
Telstra’s 3 Rs of Social Media Engagement – An example of a Social Media Policy; Used by Telstra.
https://wiki.aalto.fi/display/Glostra/Enterprise+2.0+-+Benefits http://www.symantec.com/about/news/release/article.jsp?prid=20110721_01&om_ext_cid=biz_socmed_twitter_facebook_marketwire_linkedin_2011July_worldwide_socialmediaflashpoll http://www.tagmantic.com/sites/portals-and-km-making-wikis-work-at-novell/378899 http://mashable.com/2009/06/02/social-media-policy-musts/ http://en.wikipedia.org/wiki/Enterprise_social_software