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Web 2.0 Tools: Consumer Technologies Entering the Enterprise World
Frost & Sullivan, Feb 2010, Pages: 130
Social networking is relevant for business use as it enables employees to network with each other and exchange knowledge. This study gauges social networking usage trends in a business context, specifically, how social networking is being used in the corporate world, how often, and to what gains. Supporting these primary objectives, this research also measures:
- Main drivers of usage
- Corporate demographic profile of social network users
- Current applications used and experience
- Future implications (barriers or drivers to expanding or restricting further use)
Multi-pronged Benefits of Web 2.0 Tools Suggest Strong Uptake within the Enterprise Segment
In recent years, web 2.0 tools have percolated into the realm of business, adding a new dimension to business dynamics. The most popular web 2.0 tools used both personally and professionally are social networking sites. Nearly 72 percent of respondents to Frost & Sullivan’s web-based survey report using social networking sites personally within an organization, and 64 percent report employees using them within an organization. Like personal social networking, social networking sites are beginning to provide a sense of experience promotion and information sharing at the workplace. Deployment within enterprises is largely informal. 'External usage may not be as prevalent, but employees are beginning to recognize the benefits that social networking can provide in building, maintaining, and strengthening relationships with clients/customers, vendors, and partners,' notes the analyst of this research service. 'Furthermore, the inexpensive public promotion of an enterprise through social networking is an advantage, especially for small and medium-size enterprises.'
Although these tools can boost efficiency and provide new marketing channels, they also have some potential downsides. Businesses implementing web 2.0 tools for their own purposes are becoming increasingly aware of the associated risks. Enterprises may be wary of utilizing social networking and other web 2.0 tools due to the perception that employee productivity may be negatively impacted and that confidential information may be compromised. Apart from this, servers may be slowed down and there is the possibility that malware such as viruses could be introduced into their computer networks.
The survey reveals that medium-sized enterprises (100-999 employees) employ web 2.0 tools more than small (1-99 employees) or large (1000 or more employees) enterprises – except for team spaces, which are most-used by large enterprises. Small and medium-size enterprises make better use of social networking sites (as opposed to blogs and other tools) to extend their reach and promote their brands. These tools are being used in combination across organizations, as different tools add value in different ways. Personal use of web 2.0 tools has influenced utilization in enterprises, indicating that those who use web 2.0 tools personally are comfortable using them professionally as well. The data suggest that the people who most use web 2.0 tools within enterprise settings are not the 'Millennials/Digital Natives.' This is very surprising, and reveals that they may not have as much influence and power to change the organization as is often suggested. 'More executive-level management, or current leaders, avail themselves of web 2.0 tools than do entry-level or mid-management employees,' says the analyst. 'Current leaders are more apt to use web 2.0 tools since their positions within their organizations give them more flexibility and freedom than their employees are allowed.' In the future, as business leaders gain familiarity with web 2.0 tools, they are likely to focus on the upside rather than the concerns surrounding web 2.0 tools. Interest in web 2.0 tools is likely to gain momentum among early adopters and spread to more conservative organizations.
Technologies:
The following technologies are covered in this research:
- Social networking sites
- Blogs
- Wikis
- Teamspaces
- Other
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