is group of online tools based on Web 2.0 technologies that allow individuals to network, participate, contribute and collaborate with others through applications including SNS, blogs, microblogs, media sharing, bookmarking, virtual communities and wikis.
Published in Chapter:
A Method of Analysing the Use of Social Networking Sites in Business
Sanaa Askool (University of Reading, UK), Aimee Jacobs (University of Reading, UK), and Keiichi Nakata (University of Reading, UK)
Copyright: © 2012
|Pages: 21
DOI: 10.4018/978-1-61350-168-9.ch007
Abstract
Organisations have used information and communications technologies (ICT) to gain a competitive advantage. Presently, social media, in particular, social networking sites play a crucial role in business and enable a collaborative environment for business activities through networked relationships. Despite the benefits offered, many businesses are reluctant to use these tools because of privacy, security, and cultural issues. Through a literature review of the environment this chapter provides an overview of the ways businesses can use social media, and background information for understanding the growth and importance of social networks and social networking sites. One of the ways to prepare for future growth is to analyse social media in a business environment by using Earl’s model of evolution as a framework. Investigating and understanding the influence of Web 2.0 on business should provide professionals and enterprises with a better understanding of how this tool can be integrated with work activities.