Benefits and Risks of Enterprise 2.0

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.

Benefits

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.

Risks

Having a ‘Social Media Policy’ in place can reduce the risks that are mentioned below, but are not limited to.

Information/Company Security

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.

References:

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
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  1. #1 by David on August 29, 2011 - 1:37 pm

    I really like the analysis of benefits and risks of using these web2.0 tools within businesses! The case studies you showed were great reads! I personally think, if a company takes enough care implementing enterprise 2.0 tools and services into businesses, the benefits outweigh the possible risks. Great post, looking forward to more!

  2. #2 by grahammitchell91 on September 2, 2011 - 2:23 am

    excellent blog, I’m continuously impressed by both the content and the formatting of your blog to produce and interesting and informative post. I agree with David, that when implemented properly the benefits can far out way the possible risks involved in embracing Enterprise 2.0 solutions.

  3. #3 by bkb90 on September 2, 2011 - 7:00 am

    Hey Daniel! Another great blog post from you. I like how you have introduced the risk and benefits on implementing Enterprise 2.0 and explained them. I also like the use of pictures which gives your readers something to look at rather than just blocks of words.

    Feel free to leave a comment on my blog @: http://bkb90.wordpress.com/

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