Blog: Web 2.0 and Social Networking for Business: Take the Plunge

More and more companies are offering some type of web 2.0 or consumer technology as corporate applications to their employees.

Executives who want to understand the value of social networking or other Web 2.0 technologies should just get out there and try it.

More and more companies are offering some type of web 2.0 or consumer technology as corporate applications to their employees. In fact, two-thirds of respondents to a US CIO Research study earlier this year said they do so, with IM, wikis and blogs leading the way.

According to Forrester Research, Web 2.0 technology spending will grow to US$4.6 billion in the next five years. That would put it into a category almost as large as business intelligence, one of the hottest software growth areas of the last few years.

While today the vast majority of Web 2.0 applications are internal, Forrester expects spending on external applications to dwarf that soon. Blogs, wikis and social networking tools that are now being used for internal communication, collaboration and knowledge management will increasingly be used to communicate and collaborate with customers and partners. Consumer goods companies such as Pepperidge Farms and Mattel, Jockey and Pepsi have already built feature-rich online community sites where customers can play games, enter contests, download music, interact with other people like them, and even contribute new product design ideas. It's fascinating to see the different approaches they're taking.

As with all new things, there's a wide range of acceptance (or lack thereof) and adoption of Web 2.0 across organizations. Many CIOs wrestle with how to communicate to other senior executives why this isn't a frivolous waste of time but actually something worth spending money and attention on. Some still need to figure that out for themselves.

But getting buy-in to the value proposition is just the start. Web 2.0 requires a completely different approach to management -- a shift from command and control to facilitate and enable. Yes, you've heard that before, but this is the real deal. Even if you don't buy-in, this is going to happen, and you can't stop it. This is the first time that a wave of new technology is being driven not by the technology organization or even vendors but by employees and customers. That changes the game.

My advice to all executives today is just get in there. Set up accounts at Facebook, LinkedIn, Flickr, Dopplr and Twitter. You can't begin to understand the real value (and therefore what the right approach is for your company and your customers) until you experience it for yourself.

I recently gave a presentation on this to the Boston Chapter of the Society for Information Management. You can view it here.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.
Show Comments

Cool Tech

Toys for Boys

Family Friendly

Stocking Stuffer

SmartLens - Clip on Phone Camera Lens Set of 3

Learn more >

Christmas Gift Guide

Click for more ›

Brand Post

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Aysha Strobbe

Microsoft Office 365/HP Spectre x360

Microsoft Office continues to make a student’s life that little bit easier by offering reliable, easy to use, time-saving functionality, while continuing to develop new features that further enhance what is already a formidable collection of applications

Michael Hargreaves

Microsoft Office 365/Dell XPS 15 2-in-1

I’d recommend a Dell XPS 15 2-in-1 and the new Windows 10 to anyone who needs to get serious work done (before you kick back on your couch with your favourite Netflix show.)

Maryellen Rose George

Brother PT-P750W

It’s useful for office tasks as well as pragmatic labelling of equipment and storage – just don’t get too excited and label everything in sight!

Cathy Giles

Brother MFC-L8900CDW

The Brother MFC-L8900CDW is an absolute stand out. I struggle to fault it.

Luke Hill

MSI GT75 TITAN

I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Featured Content

Product Launch Showcase

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?