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«Enterprise 2.0: the in-house use of social media and its implications for the organization» with Professor Klaus Tochterman, Director of the ZBW - German National Library of Economics - Leibniz Information Centre for Economics in Kiel and Hamburg since 2010.
Why should an organization introduce social media internally? The discussion around social media has been mostly focused on its use to build relationships with external stakeholders; however, companies are increasingly adopting collaborative technologies inside their organization. It is observed that the so-called "Enterprise 2.0" diffusion is relatively rapid. One rationale of adoption is to leverage new dimensions of collaboration that can form the basis for a new source of competitive advantage.
Yet, most organizations, who have introduced collaborative technologies internally, have done so with limited success. Business leaders seem to be at a loss as to how to integrate these tools into the way an organization communicates internally and how this fundamentally changes the way business is conducted. The organizations who have adopted Enterprise 2.0 successfully found that a significant cultural shift was required. While this presents a number of challenges, empowering employees seems to be the key to the future.
The questions are: What are key success factors to embrace these new tools? What kinds of organizations have been able to make the transition to Enterprise 2.0? Which role did corporate culture play and what is necessary to change this culture? How do we go about this kind of change and who "owns" the Social Media? What are the consequences? Finally, what happens when an organization does not fully embrace the necessary cultural changes?
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