The Good, The Bad, and The Ugly of Enterprise 2.0

14 08 2010

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).
For more stories of implementing enterprise 2.0, visit:

  • Enterprise Wiki Increases Collaboration and Connections at Janssen-Cilag
  • Making Wikis Work at Novell
  • An Enterprise 2.0 Poster Child in the IT Department
  • Reflections on Business Impacts of Web 2.0 within and beyond the Enterprise
  • Enterprise Blog and Wiki Success Story from traction software

  • E20Portal. 2010. Benefits of Enterprise 2.0
  • Ives, B. 2007. Enterprise 2.0 Success Stories from Awareness
  • McAfee, A. 2010. Andrew MacAfee’s Blog: The Business Impact of IT
  • McDonald. 2006. McDonald’s: Our Storys
  • Smagg, C. 2008. Enterprise 2.0 Fear Factor: Overcoming Risks, Uncertainties and Doubts
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    11 responses

    19 08 2010
    Gavin Jones

    Hi Amiel,

    Your section on risks is very relevant and a real concern when an organisation utilises a public medium to present corporate information. Plenty of marketing staff tear their hair out trying to control comments and manage brand when their business is opened up to the world through Blogs and such. Although the business’s that take the plunge and reap the rewards. I didn’t even realise that McDonalds had such a pro-active approach.

    Thanks heaps.

    21 08 2010

    I don’t know if this is a problem on my end but I’m having trouble accessing the Mickey-D’s feedback forum.

    Providing the site doesn’t come back online in the near future, would you mind writing a little about the quality of discussion on the fora? Given that McDonald’s is a high-visibility, global corporation, I’m thinking that attempts to moderate any discussion would be impossible. The signal to noise ratio there would be horrendous.

    30 08 2010

    Hmm that’s bizarre that it’s down. Anyways, the forum is basically a place where the employees of McD’s are able to express their feelings and emotions of how their day at work went. It’s a place where they could possibly distress themselves and express how they are treated by some customers. Anyways, here’s a blogging site that has a similar concept of the forum. You’ll definitely find it interesting:)

    30 08 2010

    At least I can breathe a sigh of relief that it wasn’t just me.

    Yep, this is more or less what I’d been expecting. The number of strange, infuriating or downright terrible things that can happen to a McDonald’s employee on a given day is pretty shocking.

    It’s just a pity that none of that stuff ever seems to become a decent anecdote – shift stories are boring as hell.

    21 08 2010

    Hi Amiel,

    Again interesting statement, but mmmm….. do i sense the header is sourced and extracted from someone’s blog? Give me one good reason thou you shan’t be chided! 🙂 Anyway, no offence brother (just joking!), it’s good to be courteous and tactful when doing blogging like McDonald… like they say “it’s better to give than to receive”.

    30 08 2010

    Not necessarily. Take a look at the concept of contemporaneous invention. For extra thrills, try saying it.

    23 08 2010

    Hi Amiel,

    You make a valid point regarding the risk of using Enterprise 2.0, but perhaps for reader benefits provide example of such security risk with Enterprise 2.0, give us a scenario which security would be jeopardized .

    Other than that the information you provided here is detailed and clear for readers to understand. Great Job!


    Robert Z.
    Hello Morning!

    2 09 2010

    Well, the most common issues that any enterprise 2.0 organization might face are either incoming, as malware, or outgoing, as data leakage. The whole idea of having an “open social internet” is surely increasing the chances of exposing your system infrastructure to related threats. Just imagine, with what employees might potentially talk about in blogs or other social networking sites during their free time or even during working hours. There’s no exception when it comes to having an excellent social internet policy and security in an enterprise 2.0 Org.

    23 08 2010

    Hi Amiel,

    I believe that you did good work on the blog especially the risks.


    26 08 2010

    What do you mean by ‘high calibrated people’?

    I think your point that openness creates engagement and a sense of being heard/making a difference is one I hadn’t considered much before. To me, openness meant transparency and honesty but I hadn’t thought of it as opening channels between company and customers that resulted in some form of relationship. Interesting way to look at it.

    30 08 2010

    It basically means people who are highly skilled at what they do. More like being a professional at your field of work, I guess.

    Thanks for your feedback:)

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