Enterprise 2.0

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Enterprise 2.0 is "the use of emergent social software platforms within companies, or between companies and their partners or customers".[1] It is the concept of using tools and services that employ Web 2.0 techniques such as tagging, ratings, networking, RSS, and sharing in the context of the enterprise. The term "Enterprise 2.0" was coined by Andrew McAfee of Harvard Business School in an article in the spring 2006 issue of the Sloan Management Review. His idea of Enterprise 2.0 makes use of Web 2.0 technologies such as wikis and blogs inside the corporate intranet. In addition to this, many other organizations and corporations are also publishing corporate blogs on their Web sites and inviting their customers and clients to openly comment and discuss their content as part of Enterprise 2.0. Similarly, many companies are creating enterprise wikis that can be viewed and edited by anyone in the world.[2]

Enterprise 2.0 tools and services use many advanced social software features such as social bookmarking and linking, tagging, rating, user commenting and discussion, open creation and editing policies, syndication via RSS feeds, and so on. 'These tools also incorporate sharing and networking to invite and encourage collaboration and contribution'.[2]


Harvard Business School Professor Andrew McAfee coined the term "Enterprise 2.0" in 2006 to describe how the Web 2.0 "technologies could be used on organizations' intranet and extranets".[3]


There are many business benefits of Enterprise 2.0 include:[4]

  • Improve communications and information sharing between users.
  • Faster and easier access to corporate information
  • Better quality and more accurate corporate information
  • Simplicity and cost effectiveness
  • Instant notification when new updates are made by subscribing to RSS for a blog or a Wiki.

Despite these benefits, however, it seems that both increased and decreased productivity have been associated with Enterprise 2.0 in previous studies.[5] Recent research has interpreted these conflicting outcomes of use in a light of social capital and shown how the social capital of the community interplays with Enterprise 2.0 and the outcomes of use.[6]

Common business capabilities[edit]

Expertise location[edit]

Expertise-location capability provides corporations with the ability to solve business problems that are difficult to articulate or communicate explicitly and that involve highly skilled people.[citation needed] Dynamic people-profiles and -searches are increasingly[quantify] seen as integral components of a support environment that encourages unplanned collaboration and informal interactions as effective ways to solve business problems. Expertise location increases productivity and organizational success by identifying the status and location of human expertise in globally dispersed and increasingly virtual organizations. Publishing of employee profiles and searches against those profiles are increasingly seen by strategists as integral components of a business process that encourages unplanned collaboration and informal interactions as effective ways to solve business problems.[7] Social network tools help managers find the right person or group for the appropriate task.

Corporate blogging[edit]

Like personal blogs, corporate blogs use blogging technology - in this case for leadership messages, online journals and knowledge-management forums. Google Inc. and Facebook, Inc. pioneered this practice within their own corporations. Instead of a flashy launch event or a press conference, corporations have started to use internal and external corporate blogs.[8] Corporate blogs are becoming a part of the standard set of corporate communication tools and the emerging portfolio of social-media tools.[8] Features like tags and rating help corporate employees find content and make judgments about policies or procedures.

Corporate wikis[edit]

Corporate wikis provide an easy-to-use environment for subject-matter experts to publish their interpretation on any subject. A corporate wiki can capture corporate acronyms. Large corporations create a roll-up wiki so that individual divisions have the flexibility to add items to their wiki and make a decision on which items should roll up to the corporate level.[9]

Wikis, like blogs, provide platforms for collaborating and communication.

Internal community platforms[edit]

Internal community platforms provide an environment for corporate employees to create a virtual forum to share their opinions, knowledge and subject-matter expertise on topics of interest. Usually[quantify] community platforms center around a particular topic of interest. Generally[quantify] the community participates in an unstructured exchange of ideas which could mature given significant interest from the community. An example would be, Enterprise social networks.

Idea generation[edit]

Idea generation – also known as ideation – can involve a structured business methodology for collecting and incubating innovative ideas that could mature with community participation. Large organizations like Virgin Australia,[10] Hitachi,[11] and the UN[12] use idea management systems to solicit ideas from their customers and employees. Idea generation in some cases fuels the product pipeline.

Collaborative tools and services[edit]


Most organizations begin Enterprise 2.0 strategy with the creation of a corporate blog. One employee publishes a blog on the corporate intranet and other employees can leave comments on posts and subscribe to the blog's RSS feed. As this blog starts to grow, the blog is expanded to allow for multiple contributors. As the number of contributors grows, a platform is needed to offer multiple blogs.[2]


Wikis are a group of Web pages that can be edited by anyone who accesses them. Wikis usually allow anyone to create new pages and to view and edit existing ones using a WYSIWYG (What You See Is What You Get) editor. The wiki will keep a revision history of previous versions of the page and any comments made by the person who made the edit. This allows authors to revert to a previous version of the page should incorrect information be posted.[2]

Conferencing and messaging tools[edit]

Web conferencing tools usually come as either hosted services or downloadable modules that can be deployed to an organization's own Web server. Common features of Web conferencing software include slide show presentations, real-time instant messaging and chat, VoIP for audio, video functionality, whiteboards, screen sharing facilities, and the ability to record the conference so it can be viewed again at a later date.[2]

Pitfalls and concerns[edit]

Balances in systems[edit]

There are concerns about the application of Enterprise 2.0 technologies inside organizations, especially for companies where confidential data involve. Implementations of Enterprise 2.0 system have to take the balance between data protection and information openness into consideration.[6] Enterprise 2.0 is defunct without data sharing by definition. Also it could lead to loss of productivity, simply because employees tend to waste time playing with social network features, instead of making it productivity beneficial. There is another balance to be addressed between being productive and being properly relaxing. It is also predictable that there might be bias of adoption situation among different age segments. Younger people are more likely being active on these platforms while older employees, who are more reluctant in computer using, will show less enthusiasm to it.[2]

See also[edit]


  1. ^ Enterprise 2.0 Inclusionists and Deletionists by Andrew McAfee
  2. ^ a b c d e f "Implementing Enterprise 2.0". Retrieved 17 February 2009. 
  3. ^ Enterprise 2.0 by Andrew McAfee
  4. ^ "The Importance of Enterprise 2.0" (PDF). www.irrusa.com. Colin White. Retrieved 3 December 2014. 
  5. ^ Majchrzak, A.; Faraj, S.; Kane, G.C.; Azad, B. (2013). "The Contradictory Influence of Social Media Affordances on Online Communal Knowledge Sharing". Journal of Computer-Mediated Communication. 19 (1): 38–55. doi:10.1111/jcc4.12030. 
  6. ^ a b Makkonen, H.; Virtanen, K. (2015). "Social capital approach on Enterprise 2.0: a multiple case study". Technology Analysis & Strategic Management. 27 (10): 1212–1225. doi:10.1080/09537325.2015.1061120. 
  7. ^ by The Social Workplace
  8. ^ a b http://www.masternewmedia.org/business-applications-of-social-media-inside-organizations-an-overview By MasterNewMedia
  9. ^ "No Rest for the Wiki". Businessweek. 2007-03-12. Archived from the original on 2012-04-23. Retrieved 2013-06-16. 
  10. ^ "How mass collaboration is shaping the future of business". Priti Ambani. 2014-10-08. 
  12. ^ "Publication about application of Crowdicity in United Nations". http://diginomica.com/. Phil Wainewright. Retrieved 3 December 2014.  External link in |website= (help)

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