There are always risks and benefits of implementing any new technology into an organization, and Enterprise 2.0 is no different. Enterprise 2.0 offers the benefits of increasing business productivity, encourages participation, captures and shares knowledge more efficiently, attracts high calibrated people, and the list goes on (E20Portal, 2010). It’s evident that Enterprise 2.0 is indicating a positive value for many organizations, especially for high tech industries. This is somewhat due to the fact that these companies are full of techies, but it’s also because that the company operates in a dynamic environment that encourages the sharing of information. Therefore, it’s not surprising to know that they would be the earliest to adopt such technology (McAfee, 2010).
On the other hand, it’s crucial that Enterprise 2.0 is carefully planned before implementing into an organization. Rushing to be involved in such implementation will only escalate the chances of falling into a pitfall. According to a research study conducted by Forrester, the vast majority of organizations that utilizes enterprise 2.0 neglect the importance of dealing with security risks that comes along with it. The prevention of security threats is the biggest challenge because the majority of companies out there would predominantly focus on improving their efficiency instead of security. Some of the risks that companies are worried about are, losing control of information, compromising sensitive data, opening their networks to security breaches, and encouraging distractions to employees (Smagg, 2008).
Although there might be different perspectives towards such implementation, enterprise 2.0 has a promising future. Let’s look at a story of how one of our all-time favourite, fast food restaurants has utilized a software called Awareness in their organization. Basically, Awareness is a social marketing software that controls and intertwines a mash up of various web 2.0 applications. It allows a person to publish, manage, measure and engage in social media sites such as, Facebook, Twitter, Youtube, Flickr, WordPress, Foursquare, and your own personal site.
Here’s a short preview of how it works:
McDonalds, is an organization that has globalized over 31,000 restaurants and employing over 1.5 million people worldwide, has emerged in the enterprise 2.0 space (McDonald, 2006). A senior executive at McDonalds, has utilized blogging through the Awareness platform because communicating with a large number of employees in an organization can be a very challenging task. Blogging has provided a more efficient way for him to speak directly to his employees and receive customer feedback. They were also able to leave comments on the blog and he was able to respond promptly. The blog has also encouraged the communication to flow both ways, enabling the employees to share information and ideas. There’s also another community blog called Open for Discussion that caters specifically for their customers. This is where McDonalds leverage essential feedback from their customers by text, pictures or videos. By being open, the customers will be able to feel like they are making a difference, which will encourage them to participate in the community. However, despite it’s benefits, there are risks involve in such implementation, such as preventing malicious files from entering the blog, inappropriate comments, and spams. For that reason, moderation of the contents is crucial to McDonalds (Ives, 2007).
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