Enterprise 2.0

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In a narrower sense, Enterprise 2.0 describes the use of social software for project coordination, knowledge management and internal and external communication in companies. These tools encourage the free exchange of knowledge among employees; but they also require it to function properly.

In a broader sense, the term not only includes the tools themselves, but also the tendency of corporate culture away from hierarchical, central control and towards the autonomous self-control of teams that are moderated rather than led by managers (see also Smart Collaboration ).

Origin of the term

The term Enterprise 2.0 goes back to Andrew Paul McAfee . In his article Enterprise 2.0: The Dawn of Emergent Collaboration , he describes how social software can be used in a corporate context to support employee collaboration. Under the term SLATES ( English slates , in German: slates ; based on the abbreviation WIMP ) he summarizes the principles, features and properties of Web 2.0 tools; SLATES stands for the abbreviation

  • S earch,
  • L eft,
  • A uthoring,
  • T ags,
  • E xtensions and
  • S ignals

He argues that finding information ( search ) on the Internet has been proven to work better than on intranets, because the majority of users structure and evaluate information through links . Links are evaluated by search engines. With a comparable mass of structures that are created by employees with the help of simple authoring tools ( authoring ) and keywording ( tags ), companies could take advantage of the wisdom of the many . By using usage data for automated content suggestions ( extensions ), thematically similar content can be discovered more easily ("Users who found this post exciting also found ..."). Signals like RSS - web feeds ( signals ) make changes traceable.

McAfee uses the term for Web 2.0 technologies to generate, share and refine information that knowledge workers in companies use to make their procedures and results visible (, p. 23). In a further definition, it extends the user group to cross-company communication:

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

- McAfee : 2006

With reference to an Information Week article and the Enterprise 2.0 conference 2007, Richter and Koch expand the term to include the necessary changes in corporate culture:

"Enterprise 2.0 rather means understanding the concepts of Web 2.0 and social software and trying to transfer them to cooperation in companies."

- Richter, Koch : 2007

Based on experience in their own company, Buhse and Stamer describe the necessary strategic changes in marketing and public relations that result from the use of social software. You advocate a more honest communication culture, in which external communication is also done by the employees and management only launches topics and gives directions. Areas that were previously centrally controlled, such as brand management and public relations, have to be reconsidered in this regard.

Buhse cites “Motivation in uncertain times (relocation, slump in sales)”, “Reorganization of teams (spin-offs, strategic orientation)”, “Increasing market orientation (opening to customers, connection of research / development and Sales) ”,“ Innovation offensive (new markets, product launches, innovation leadership) ”and“ Highly dynamic market changes (Internet for the media industry, sales crisis, etc.) ”.

Enterprise 2.0 is part of a digital company .

literature

  • Jörg Albrecht: Social software in companies: seize opportunities, manage risks. In: Knowledge Management . Issue 6, August / September 2009.
  • Andrea Back, Norbert Gronau, Klaus Daughtermann (eds.): Web 2.0 in corporate practice. Basics of case studies and trends in the use of social software. Oldenbourg, Munich 2008, ISBN 978-3-486-58579-7 .
  • Joachim Bode: Pragmatic knowledge management on the intranet. In: Werner Lippert (Ed.): Annual Multimedia 2010. Walhalla and Praetoria, Regensburg 2009, pp. 58–63.
  • Willms Buhse, Ulrike Reinhard (ed.): When suit wearers meet hoodies . WhoIs-Verlag, Heidelberg 2009, ISBN 978-3-934013-98-8 .
  • Tom Davenport: Enterprise 2.0: The New, New Knowledge Management? Harvard Business Review.
  • Guido Hertel, Udo Konradt: Tele-cooperation and virtual teamwork . Oldenbourg, Munich 2007, ISBN 978-3-486-27518-6 .
  • Ulrich Klotz: Brave new world of work 2.0? In: Jörg Eberspächer, Stefan Holtel (ed.): Enterprise 2.0 - Companies between hierarchy and self-organization. Springer-Verlag, Berlin 2010, ISBN 978-3-642-14151-5 , pp. 1-15.
  • Ulrich Klotz: With “Company 2.0” to the “next society” . In: Computer und Arbeit , Heft 8–9 (Focus on Enterprise 2.0), 2008, pp. 7–12, ISSN  1863-8511 .
  • Michael Koch: Enterprise 2.0 - social software in companies . (PDF) White Paper, University of the Federal Armed Forces Munich, 2008.
  • Wolfgang Jäger, Thorsten Petry (Ed.): Enterprise 2.0 - the digital revolution of corporate culture . Luchterhand, Cologne 2012, ISBN 978-3-472-08015-2 .
  • Gerald Lembke, Nadine Soyez (eds.): Digital media in companies , SpringerGabler, Wiesbaden 2012, ISBN 978-3-642-29905-6 .
  • J. Nicholas Hoover: Most Business Tech Pros Wary About Web 2.0 Tools In Business - 'Enterprise 2.0' must overcome concerns about security and return to get a foothold in business . In: InformationWeek , February 24, 2007 (English)
  • Sabine Pfeiffer: Enterprise 2.0 - a way to new forms of innovation and value creation processes. In: Inken Gatermann, Miriam Fleck (eds.): Innovative ability secures the future. Contributions to the 2nd future forum for innovation capability of the BMBF Duncker & Humblot, Berlin 2009, ISBN 978-3-428-13238-6 , pp. 263-270. Also available as an e-book (PDF): ISBN 978-3-428-53238-4

Web links

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Individual evidence

  1. ^ A b Andrew McAfee: Enterprise 2.0: The Dawn of Emergent Collaboration . (PDF; 444 kB). In: MIT Sloan Management Review , Vol. 47, 2006, Issue 3, pp. 20-28
  2. ^ A b Andrew McAfee: Enterprise 2.0, version 2.0 . andrewmcafee.org, Blog Post, May 27, 2006; Retrieved April 5, 2011.
  3. ↑ Michael Koch, Alexander Richter: Enterprise 2.0. Planning, implementation and successful use of social software in companies. Oldenbourg, Munich 2007, ISBN 978-3-486-58578-0
  4. ↑ Willms Buhse: Beauty comes from within. The new communication culture of an Enterprise 2.0 . In: Willms Buhse, Sören Stamer (Ed.): Enterprise 2.0 - The art of letting go . 1st edition. Rhombos-Verlag, Berlin 2008, ISBN 978-3-938807-68-2
  5. ↑ Enterprise 2.0 - more flexibility and dynamism for companies . t3n ; Retrieved June 11, 2012