The Good and Evil of Enterprise 2.0

1 09 2011

We will further investigate the benefits and risks of the increasing use of enterprise 2.0 and the influence this is having. The rapid growth of enterprise 2.0 within the workplace has been obvious through the use of social media tools such as Facebook, Twitter and Youtube. The use of these social network sites are a great form of advertising brands and increasing the communication with customers and also within the company.


Key potential benefits of implementing enterprise 2.0 include knowledge , reputation, staff engagement, productivity and efficiency. There are many benefits available for companies to merge with Enterprise 2.0 and once they have embraced the technology they will not want to go back.

Productivity and efficiency –

  • Allows for a faster better outcome, streamlining communication through online communication.
  • Social networking can benefit because as humans we work well in a team and having this link of formal and informal communication will help the employees work around each other, enhancing trust building and teamwork strategies.

Staff Engagement –

  • 20% actively disengaged – people who are not engaged in their work but also disrupting others.
  • 62% not engaged – people who are working efficiently but have no passion for the job and are not putting their full potential into their outcome
  • 18% engaged – People who love their job and are fully engaged in what they are doing.

When you hit hurdles within the workforce you need people who are engaged to tackle these hurdles and continue on with their work. Enterprise 2.0 helps the outcome of this by allow easy interaction with what is needed through tools such as Intranet and social media within the office.

Knowledge & Reputation – 2.0 technologies uncover people’s knowledge by allowing  input into a wider range of work options through use of social networking and open office technologies, such as a group wiki. It allows people to express their opinions and for organisations to source information from the public.

This was done by the UK’s National Health Service (NHS) Orkney where due to an enormouse amount of emails being bounced back and forward updating files the company decided to use a hybrid blog and wiki platform to offload from the email traffic and alow easier communication throughout the company.

Also increased visibility can be used through use of social media techniques to advertise your market. Everyone uses there technologies including all levels of government to express their opinions.


Key risks and concerns of e2 implementation include security, loss of control, resources, productivity, reliability and reputation.

Security – Information loss can  be leaked through social media whether the company supports enterprise 2.0 technologies or not. The weakest link is the employees as they have many devices to access enterprise 2.0 technologies available to them.

Take for example if you have a falling out with someone at work and post it on Facebook dishonouring the person. This could be commented on by an employee at the same company, and their friends of friends may see this linking it to the affected employee creating a breach of workplace policy.

Network security can also be an issue through the use of open source programs, websites with poor reputation and email. These can all infect employees computers with spy ware and viruses which can be spread throughout the office.

Loss of control – Say a company creates a wiki open to the whole organisation for widest input, users with little knowledge about the topic can input false information which can be spread around the office and lead to further complications. The more engaged staff the larger the input but the larger the security risks. This can also cause conflict within the office when employees have opposing views.

Reputation & Reliability You can damage reputation of employees through social media sites for example an emplyee uploading inappropriate photos to a public social media site of the company’s Christmas party. Customers can openly complain about employees or serves trhough the use of comments. Whether the comment is true or false the best way for the company to rebound from this is to respond publicly.

Productivity & Resources – Although productivity may be a benefit within enterprise 2.0 it also has its complications. If social media is allowed within the organisation it may distract people from their work and not help them grow in the workforce. The main perpetrator to this is an un-engaged employee. The issue with resources and enterprise 2.0 arises when employees may stumble upon wrong information online or possibly plagiarise information from an external source. This can be done easily through use of social networking.


You cant avoid these risks by removing enterprise 2.0 from the workforce as employees will do it themselves through use of phones and personal computers. The company is better off supporting it within the workplace and monitoring it effectively to maximise growth within the organisation. Also, through the use of a ‘social media policy’ the company can limit the use of many ill treated web 2.0 technologies.

Examples of successful implementation

Dell – Dell using twitter and social networking to sell and advertise products.

IBM – IBM Uses Social Media to Spur Employee Innovation

Belkin – one of its employees attempted to use Amazon’s crowdsourcing service, Mechanical Turk, to generate positive online reviews for its routers.




3 responses

1 09 2011
Cocaine Cowboy

Good read Jesse

1 09 2011

Jesse, i like your ideas about the emergence of enterprise 2.0. I think that it’s the way of the future.

2 09 2011
Social Media – Legal Risks Involved « jessepehrson

[…] my previous blog post I discussed the good and evil incorporating Enterprise 2.0 within a company. I discussed benefits such as knowledge , reputation, […]

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