Adopting Enterprise 2.0 Strategies

Posted: October 6, 2012 in INB346 Enterprise 2.0

It can be very challenging, yet rewarding for organizations to adopt enterprise 2.0 strategies.  Creating corporate blogs or wikis, or a twitter account can have its benefits in improving staff awareness and increasing knowledge, but can it really improve the workplace so much that productivity is increased and a higher return on investment is achieved through better productivity? How can factors of increased company knowledge and engagement be measured and deemed successful?

This blog post aims to introduce a case study from NewCorp that successfully adopted a web 2.0 strategy in order to improve business processes.

For an enterprise 2.0 system to be deemed successful in an organization it needs to equal money to the company. It can be difficult and time consuming for organizations to employ a social media service into its organization and to realise the benefits and value of social media services.

In order to see the benefits of social networking in a professional organization, goals need to be defined; costs and times estimated and then return of investment estimated.

Once a goal is in place, the organization needs a push from the end users of the tools to engage and participate in the social media tool, but employees need encouragement from higher management to set the example.

It seems that the trend in deploying successful enterprise 2.0 systems in an organization comes down to several key factors. Organizations who have overcome the grey areas and risks, have addressed concerns by employing a high level of control over the enterprise 2.0 services.

According to an article by Steve Raddick, It seems that the reasons for failure can trend to;

–       Not having a vision for your enterprise 2.0 platform

–       IT departments implementing other organizational tools leading the implementation of the platform

–       No long-term planning

–       Being feature-focused rather than reliability and accessibility focused

these factors appear to be the common downfalls in organizations wishing to employ enterprise 2.0. There are several key factors leading to the success of many real-life professional implementations of enterprise 2.0 systems, the common trend of factors found are:

–       Higher management to lead by example

–       Incorporate enterprise 2.0 systems into business processes

–       Train and engage employees

–       Have a clear vision or plan

–       Trust employees but have clear guidelines


A good example of an organization that followed good practices and implemented enterprise 2.0 systems successfully is News Corp. The company was struggling to maintain connection between its many geographical locations and maintain a good culture, as well as communication and collaboration; so it turned to enterprise 2.0.

With this vision of maintaining a good company culture and collaboration on a global scale, News Corp created its own social media site called OurNews. The social media site according to the organisation brings together at least 15,000 workers.

The 5 man team that maintains the social media site concentrates on generating content to raise company awareness and encourage user engagement and monitoring user-generated content.

Like many enterprise 2.0 implementations, the many benefits and power of the social media tool are still emerging and continue to grow. The key factor seen with the implementation of enterprise services is the benefits grow and is driven by user participation.


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