Beyond Enthusiasm: Making the Business Case For Your Organisation's Use of Web 2.0

This CIMA paper on Web 2.0 discusses how and to what effect corporate uses of web 2.0 have been employed.


Most business leaders anticipate that marketing and sales will be the functions within their organisations to make the most use of web 2.0. But communication with customers may not be the most significant benefit of web 2.0.


Some social media applications are inexpensive to implement – because they are free and hosted offsite. This paper also considers where organisations use social media approaches to develop applications within their own firewall, the costs of which can be significant. Indeed, the costs of implementing web 2.0 were cited as a major challenge by almost one-third of respondents in a survey.


Will the greatest potential for web 2.0 tools come from their role in encouraging collaboration; and accessing talent outside the organisation’s boundaries? Will the ROI of business use of web 2.0 be promised, only to disappoint?

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