Benefits and Risks – Enterprise 2.0

There are more companies running their business with 2.0 tools, it is easily to establish the relationship with customers or publish the products efficiently via the internet in order to attract users to get familiar with the company, therefore it potential increased the reputation in public. However, opposite with the advantages of organizations using 2.0 tools, it exists few risks that might affect the organization. This week, the blog topic focuses on benefits and risks that influenced enterprise 2.0 in our life.

Firstly, let’s talk about the benefits of enterprise 2.0:


  • Productivity and efficiency: It is not only increased the effectiveness in team work, it also enhances team performances. A company team implements the 2.0 tools promotes the faster innovation and product development which smooth interact with users that beneficial to the organization.
  • Staff engagement: More engagements provide positive sentiments and also increase the opportunities in learning and communicating across the organization.
  • Knowledge: Easy to obtain the expertise and organizational capabilities such as tacit knowledge with people, process, documents and resources in the organization. And also enhance the relevant resources on searching.
  • Reputation: It innovative approaches with clients and organizations, and increase visibility in market place which promote though leadership content, building visibility for the firm. Additionally, assimilate the web technologies might be part of the progressive culture.

Here is a case that informs the benefits of enterprise 2.0:

IBMers post blog regularly, it contains everything form service-oriented architecture to sales to parenthood, and also they share thoughts, ideas, presentations, photos, videos in the blog. In 2006, the IBM mainframe blog hit the big time for posting a series of videos on YouTube that linked back to the blog. “The Art of the Sale” mockumentaries with “The Office” style, which lightheartedly poke fun at IBM and corporate sales in general. Besides, an estimated 200,000 employees are on LinkedIn, with another 50,000 former employees in alum networks on LinkedIn and Facebook. As a result, enterprise 2.0 enhances an organization reputation, no matter by videos, or blogs; it easily establishes the relationship with company and customers. Furthermore, users can gain the knowledge via 2.0 tools, and also leave a good impression between the organization and clients.




Secondly, let’s illustrate the risks of enterprise 2.0:


  • Security: Confidential and competitive information can be loss externally. And for the network security, the system might be attack by hackers with computer worms or virus intended.
  • Loss of control: Organization executives can no longer control the flow the information, and it might be caused by negative internal comments on any other web 2.0 platforms.
  • Reliability: The information could be unreliable or incorrectly used in an organization; for instance, unclear or misleading instructions.
  • Resources: Overuse of bandwidth social media such as pictures and video, therefore, it increases expenditure on resources.

Here is a case that informs the risks of enterprise 2.0:

AIIM research, it is interesting to note that two of the more frequently ballyhooed sticking points with Enterprise 2.0 particularly with blogs and wikis, “Potential Security Violations (Leaking)” and “Lack of Control” ranked 5th and 8th.

It can be illustrated that the new communication and collaboration platforms have taken off most quickly in high tech industries despite the huge premium tech companies place on secrecy and protection of intellectual property. This is partly due to the fact that these companies are full of techies, but it’s also because these firms operate in incredibly dynamic environments and so have particularly acute information sharing needs. It makes sense, and then they’d be the first to adopt new tools that let people keep up to date with the latest developments, and with each other; therefore, it lacks the concern on security issue in the organization. However, it is still a significant concern that organization should pay attention with adopting enterprise 2.0.



Hibbard, C. (2010). “How IBM Uses Social Media to Spur Employee Innovation”. Retrieved August 22, 2012.
Koponen, J. (2008) . “Enterprise 2.0 – Risks”. Retrieved August 22, 2012.

Enterprise 2.0 – adidas

Companies interested in Web 2.0 can involve in existing online platforms or investing in indoor Web 2.0 platforms for either internal or external use. According to McAfee, A (2010), he defined that Enterprise 2.0 as self-organising social software platforms that are used in-house or between companies and their partners or customers; therefore, the decisive innovative element is that this spontaneous networked communication between users through Web 2.0 applications causes new, unplanned structures to appear over time. This decentralised and interactive knowledge production is predicated on the participation of users and the production of content by the users which O’Reilly calls the underlying principle ―harnessing collective intelligence.


As a survey conducted by Forrester Research Inc. illustrates a good 40% of the companies approached are using up to three Web 2.0 applications either internally or externally. In addition, Web 2.0 platforms may be deployed within the company to improve processes, foster collaboration and generally encourage knowledge exchanges. For example, the use of YouTube or Facebook for marketing purposes would not fall under the heading Enterprise 2.0. However, the presentation of videos on file sharing platforms or a profile in Facebook represent new communication channels and new ways of addressing customers; as a result, an increasing number of companies are attempting to use these media to establish contact with customers and introduce them to their products, services or other activities.


Here is the example of adidas company establishes the contact with customers on social media:


Adidas Facebook Sneakers, an Internet concept design with enormous number of people that are using Facebook.




How successful has Web 2.0 been in companies?


A Web 2.0 tool is a further application made available to employees and customers. As a researched by McKinsey study, one sign of favourable internal Web 2.0 projects is partly that they maintain a strict focus on utility for the individual employee and therefore can be well integrated by the employees into existing processes.







Furthermore, the commitment of the company management or of the relevant managers to the use of Web 2.0 tools plays a key role in their success. In fact, the actual use of social media by employees is still limited. The most important factor for the lack of their use is that nearly 60% of the employees do not recognise the benefits of the tools offered for their daily work.




Finally, no matter the companies’ use of any Web 2.0 tools, it is officially the most common use for customers to get familiar with. Blogs, forums, or social websites are helpful as dialogue-style tools in order to generate ideas in the framework of innovation processes or to discuss user problems during the implementation of IT projects.



Ogilvy PR. “Cases-adidas”. Retrieved August 15, 2012.
Darell,R.(2011). “Social Networking Addicts: Facebook Adidas Sneakers”. Retrieved August 15, 2012.
Deutsche Bank Research Marketing (2010) . “Enterprise 2.0 How companies are tapping the benefits of Web 2.0”. Retrieved August 15, 2012.
Cherinka.R, Miller.R, Prezzama.J, and Smith,C.. “Reshaping the Enterprise with Web 2.0 Capabilities: Challenges with Main-Stream Adoption across the Department of Defense”. Retrieved August 15, 2012.

“Personal 2.0 Strategies”

Blogging has been used for people in nowadays; it is an activity that people write an article then post it on the internet. So, why do people like to write a blog? According to Watrous, L (2009), she indicated that there are many reasons attracting people to write blog, for instance, just for fun, inform and make money, easy to connect with others, or share different personal background knowledge. However, the purpose of my blog is sharing the information between Web 2.0 and Enterprise 2.0 with some examples to introduce.

Besides, I used to have a blog in my own language for few years; it was about my personal diary, memorize my life every day. Although it is a personal blog, I keep writing with some strategies until now.

  1. Post Regularly: Post an article every 3 or 4 days. The more regularly post, and then it is more popularity of the blog will be shown on the search engines.
  2. Post In-Depth: Do a long post twice a week or even once a week, and have shorter posts in the rest of the time. If the post is long and full of information that almost always makes it better than a short post. First, it contains more keywords and probably helps your search engine listings. Second, it contains more information that might lead others to different parts of your blog if you are linking correctly. And finally, a long post just gives you more space in which to connect with your reader.
  3. Connect with the Readers: It is important to write for the readers by including actual content and not just sentence after sentence stuffed with keywords, it still have to engage them. If the contest interesting but written in a wholly uninteresting way, readers are not going to be that thrilled. Therefore, just write in a manner like you speak. Besides, make sure you write for those real people who will be reading the post, not just for the search engine spiders.

Here is the example for a successful blog, “a crayon’s life”. It is a blog for sharing the owner’s experience on web design, interested books, personal trips, and personal emotion … etc. I recommend it because she designs her blog precisely with colours match, pictures and the appearance. She presents the strategies that I have, post regularly with every 4 days each week; post the depth article with lots of searching; and also keeps connecting with the readers which are demonstrated clearly.



Watrous,L (2009). “Reasons Why You Should Blog”. Retrieved August 8, 2012.

Blog Post Promoter. “Top Blogging Strategies”. Retrieved August 8, 2012.

Crayon’s Life Blog