it is one the E2.0 application areas which supports the management of each type of communication and collaboration, both within and outside the company, uniformly and independently of the media adopted to transmit contents (web, landlines, mobile, TV) through specific infrastructures and tools (audio/web/videoconferencing, instant messaging, VoIP, etc.).
Published in Chapter:
The Social Network and Community Approach for Enterprise 2.0: Drivers and Barriers in Marketing
Mariano Corso (Polytechnic of Milano, Italy), Antonella Martini (University of Pisa, Italy), and Fiorella Crespi (Polytechnic of Milano, Italy)
Copyright: © 2012
|Pages: 24
DOI: 10.4018/978-1-61350-168-9.ch035
Abstract
Enterprise 2.0, or E2.0, refers to a set of organisational and technological approaches steered to enable new organisational models based on open involvement, emergent collaboration, knowledge sharing, and internal/external social network development and exploitation. It aims to respond to the new features and needs of people and boosts flexibility, adaptability, and innovation. Based on evidence from 52 case studies, a survey and a co-laboratory approach conducted by the Observatory on E2.0, the chapter analyses the social enterprise approach, which is one of the emerging E2.0 models. Specifically, this chapter reports the application areas (such as social network and community and unified communication & collaboration), the barriers for sales and marketing, and finally, the managerial guidelines.