Abstract
Social media’s unabated and unprecedented adoption and growth among masses across the globe and fast emergence of innovative, open, cost effective, at times free of cost, and flexible Social media platforms has opened hitherto unexpected or previously unknown vistas for business organizations. Adoption of social media platforms in organizations coupled with the openness, collaboration, interaction, and involvement inherent in social media has led to a state that these organizations are now being termed as Enterprise 2.0. Though social media platforms are being criticized by many for unwarranted attention and importance, embracing these platforms by people worldwide has a different story to tell. This paper is an attempt in this direction to look into the potential of social media for business organizations by focusing the attention on various prospects and problems associated with the adoption of these platforms in pursuing innovative and entrepreneurial expenditures of business organizations and to suggest some ways for effective and smooth incorporation of the same in the organizations. Researchers conclude that as far as the adoption of Enterprise 2.0 technologies is concerned, the most significant issue to deal with is the approach to be adopted for incorporation of these technologies in the organization in an integrative fashion. Research may prove to be beneficial for the academicians by giving them a comprehensive view of various aspects of the Enterprise 2.0 and for the practitioners by providing them guidelines for effective incorporation of the social technologies in their organizations.
Highlights
According to Mayfield (2008), ‘Social media is a genie that will not be disappearing back into its bottle’
Given below are some of the pitfalls associated with E 2.0: 1 Security: The essence of Web 2.0 lies in its openness, sharing, and transparency, but Enterprise 2.0 does not warrant the same level of openness and transparency
In the present paper, researchers reviewed the concept of Enterprise 2.0 based on the definitions propounded by various researchers and concluded that there is no consensus as to what exactly constitutes the concept of E 2.0
Summary
According to Mayfield (2008), ‘Social media is a genie that will not be disappearing back into its bottle’. Rationale The characteristics of social media, viz connectivity, convergence, collaboration, and transparency are responsible for the fast and global adoption by people and for the transformation of business environment These developments have prompted the authors to analyze the attendant opportunities and challenges of these social-digital platforms in the metamorphosis of organizations into Enterprise 2.0 and to suggest the ways for effective implementation of Web 2.0 for innovative and entrepreneurial pursuits. In a study carried out by Frappaolo et al (2008), respondents attributed twelve different meanings to E 2.0 concept These concepts ranged from application of Web 2.0 technologies/new set of technologies/evolving social software platforms in organizations for collaboration, for formation of online communities, for business agility, for democratization of information, and for content-centric systems to the generation of collaboration/enterprise content management or knowledge management. Given below are some of the advantages of Enterprise 2.0, which have accrued because of the inclusion of these social technologies in the organizations
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