Blogging and Micro-blogging as a Business Strategy

Posted: October 7, 2012 in INB346 Enterprise 2.0

Using enterprise 2.0 services in an organization effectively can be challenging and businesses face overcoming many issues, but implementing such systems can be very beneficial. With clear focus and goals set, incorporating enterprise 2.0 systems into business processes can be very rewarding and promote growth and productivity.

In a case study, the Brisbane airport has put forward the proposal to incorporate enterprise 2.0 in its business structure. The general objectives for doing so include:

–       Bring together an organization spread out by geographical location

–       Centralization of information and knowledge sharing

–       Collaboration and productivity

–       Incorporate into current processes

–       Access data easily in a centralized location

Enterprise 2.0 systems generally address the above objectives a business, in which case the Brisbane airport, wishes to achieve. Specialised systems have to be looked at for the specific needs of an airport business process model.

Incorporating enterprise 2.0 systems can have many challenges, including the immediate benefits and predictability. The Brisbane airport may face several general issues including:

–       Governing: Who owns and controls the data?

–       Funding, liability, expenses

–       Participation and engagement

–       Policies

–       How to Centralization information

–       Accessing company data & Access restrictions

Discussed this week was the use of blogging and micro-blogging and how they can be used to the advantage of an organization. In particular for this blog post, the Brisbane airport scenario will be looked at and how blogging can address the objectives and issues discussed above.

With the use of blogging and micro-blogging, the Brisbane airport can greatly improve in-house processes and productivity. Among many other benefits, the use of blogs as an enterprise tool can enhance knowledge sharing and greatly improve efficiency in processes.

Through centralized knowledge sharing in a company blog, the discussed objectives can be achieved. Blogging in an organization gives opportunity to improve communications both internally and externally and can promote company image positively.

Micro-blogging can be of a great advantage to the Brisbane Airport organization. As effective as blogging in general can be, micro-blogging can be a powerful tool to promote public image and assist customers.

There are many micro-blogging tools in existence including wordpress, SharePoint and the obvious Twitter. Twitter was the original micro-blogging tool used by organizations but there are many other tools in existence that are following the trend. An article by ZDNet describes many of the micro-blogging tools in existence today.

One strategy the Brisbane Airport should incorporate into their business strategy is Microsoft’s’ Office SharePoint. Although it will need to be customized heavily to meet requirements, it can be a very powerful tool with extensive functionality including micro-blogging to an internal organization, Collaboration, knowledge sharing, searchable information and many more features. There are many organizations that already use SharePoint and their models and experiences can be used to implement a successful SharePoint strategy.

(Image Source)

  1. thomasphan7 says:

    Hey Dylan,It’s great to see that Brisbane airport have adopted micro blogging to its organisation as i have looked into their twitter and Facebook accounts. Which has provided a new audience and being able to keep followers and travelers updated is a really good strategy. Alongside the person who looks after this page also looks after answering any questions that are hash-tagged to them which they answer back via hash-tagging the person who answered the question.In this case which is creating online participation and engagement.

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