Abstract
<p>From its birth to the nowadays lifestyle, web has strongly changed. Although once it was a “place’’ to find information, now it represents that virtual condition, in which it can be possible to share and collect information, thoughts, desires and doing shopping and so on and so forth.</p><p>Today, the company does not only make just a commercial communication. Instead, there exist many types of interaction: the internal communication, for instance. Enterprise 2.0 is that kind of business that uses the instruments of the web 2.0 both for external and internal communication. It means to use all the digital marketing tools to manage the entire organization, such that we have to think in a participatory management way. Indeed, we have to focus ourselves even more on a participatory organization, where the development of new projects derives from the ones who work into the company. The Social media that can be involved in this field are the same that are used for a commercial communication: social network, blogs, Wikipedia, podcasts, rss feed and so on and so forth.</p><p>Even though there are very few Italian companies that apply the tools of web 2.0 to manage the entire organization, the paradigm of the enterprise 2.0 is slowly taking off.</p><p>The purpose of this work paper is to identify how the company can efficiently adopt the digital marketing instruments, utilizing the participatory management: enterprise 2.0. The adoption of these participatory tools is fundamental, because only through their adoption, it can be possible to reach a vast audience and to satisfy the digital consumer needs, who is no more passive, but he is even more active and critic about the choices he is going to make.</p>
Highlights
Companies operate in an increasingly social environment, such that the players by which the companies interact are even more social
Enterprise 2.0 is that kind of business that uses the instruments of the web 2.0 both for external and internal communication
The Social media that can be involved in this field are the same that are used for a commercial communication: social network, blogs, Wikipedia, podcasts, rss feed and so on and so forth
Summary
Companies operate in an increasingly social environment, such that the players by which the companies interact are even more social. Participative firms make widespread use of social software tools to develop collaborative activities through stakeholders In this phase, we denote flows of multidirectional communication, which let the actors to participate in to the efficiency improvement of productive and business processes. Intranet becomes a social environment open to the mutual interactions between staff members, clients and suppliers Nowadays, it is stronger and stronger popular belief that there exists relations between people who spontaneously form themselves in to the firm organization and, if supported by social network tools that are intranet present, they can be exploited in real collaborative processes. There exists three possible models of enterprise 2.0: 1) Social Enterprise, that focuses on the creation of collaboration schemes, knowledge sharing and relations managing; 2) Open Enterprise, that leaves space to the virtual work in terms of access modality and of external actors; 3) Adaptive Enterprise, that focuses on the flexibility and reconfigurability of the firm’s management processes. By using the term of social enterprise we refer to that enterprise that adopt tools which allow people to meet virtually, sharing mutual knowledge and to collaborate to solve problems and to create innovation for the firms
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