Enterprise social software

Enterprise 2.0 in the narrower sense of the use of social software for project coordination, knowledge management and internal and external communication in companies. These tools promote the free exchange of knowledge among employees; however, they require him to perform useful.

In a broader sense, the term includes not only the tools themselves, but also the tendency of the corporate culture away from the hierarchical, centralized control and toward autonomous self-management of teams that are managers rather moderated as performed (see also Smart Collaboration).

Emergence of the concept

The term Enterprise 2.0 goes back to Andrew P. McAfee. In his article " Enterprise 2.0: The Dawn of Emergent Collaboration", he describes how social software can be used in the corporate context, to support the cooperation of employees. The term SLATES ( eng. slates on German: slates; SLATES stands for the abbreviation of Search, Links, Authoring, Tags, Extensions and Signals - following the acronym WIMP ) he summarizes the principles, features and characteristics of Web 2.0 tools together. He argues that the search for information (search ) the Internet works demonstrably better than intranets, because the masses of users to structure and evaluate information through links. Links are evaluated by search engines. Are created by a similar mass of structures made ​​by employees using simple authoring tools ( authoring ) and tagging ( tags), companies could take advantage of the wisdom of crowds. By use of data for automated content suggestions (extensions ) can be used thematically similar content can be easily discovered ("Users who found this post interesting, also found ..."). Signals such as RSS feeds ( signal ) make changes traceable.

McAfee uses the term Web 2.0 technologies for the generation, sharing ( "sharing" ) and refinement of information that knowledge workers in their business practices and results make visible ( p 23). In another definition, it expands the number of users on inter-company communication:

"Enterprise 2.0 is the use of emergent social software platforms within companies, or in between companies and Their partners or customers"

Richter and Koch extend the term by reference to an Information Week article and the Enterprise 2.0 Conference in 2007 to make the necessary changes to the corporate culture:

"Enterprise 2.0 is rather the concepts of Web 2.0 and Social Software to understand and try to transfer it to working in the company."

Buhse Stamer and describe the necessary strategic changes in marketing and public relations, arising from the use of social software on the basis of experiences in their own company. They plead for a more honest communication culture in which the external communication is made by the employees and the management just launched issues and directions pretending. So far, centrally controlled areas such as brand management and public relations need to be reconsidered in this respect.

As typical motivations for Enterprise 2.0 projects Buhse called "Motivation in times of uncertainty ( relocation, sales slump ) ," " realignment of teams ( spin-offs, strategic alignment ) ", "increasing the market orientation ( opening to the customer, combining research / development and sales), "" innovation initiative ( new markets, product launches, leadership in innovation ) "and" dynamic market changes ( Internet for the media industry, sales crisis, etc.) ".

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