Legal risks are an important factor to consider in using social media within the business and also external parties using social media outside of the business. Risks from internal use can be easily managed through the implementation of a usage policy which outlines what employees can and cannot do in regards to the usage of the social systems. However the external parties require a much more different approach which can require the business to act swiftly to solve customers’ problems and provide excellent service in order to avoid bad PR.
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Many workplaces are discovering the usefulness social software and have now begun utilizing mainstream social systems such as YouTube, Twitter and Facebook for advertising their brand and communication with customers as well as implementing in-house systems for communication and collaboration within the organization.

These tools have proven very useful in completing hobby projects between many parties who are unable to directly interact with one another and are now finally emerging into the business world. But what took employers so long to catch onto this revolution and why are so many still holding onto the old ways of communication rather than embracing Enterprise 2.0? The answer is simple they fail to see past the risks of these systems. The benefits are there and they are most definitely notable but many employers see it these tools as virtual water coolers in which employees gather to engage in “chit-chat” but they are so much more than this and have much more these systems if well.
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There is an ever-growing amount of web 2.0 tools available with more and more popping up and gaining popularity every week and most businesses are failing to embrace this technology boom and go to the trouble of installing software to deny users access to these technologies at the workplace.

The reason for this is because most people are under the delusion that these tools are not the least bit useful and are simply time wasters inside of an organization. This is not surprising as people primarily associate sites like Facebook, browsing random YouTube videos and forums with the web 2.0 concepts. They fail to look past this and consider how useful tools like forums and wikis can be inside of the workplace for communication between employees and announcements from higher ups. Other sites like Twitter and YouTube are great freely available marketing assets for getting your brand known as those sites have a large and diverse user base.
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