Intuitive as Twitter
The magic word is Enterprise Microblogging. Twitter without Twitter - there are currently good 30 vendors around the world that make that possible. Among them, Communote is the only German Company, Like Twitter, these tools enable people to share links and information quickly and in real time, working together on projects.
Whilst, for example, company wikis always claim the completeness of information, communication in microblogging is completely intuitive. And as with Twitter, the employees can communicate informal things in this way - the classic Flurfunk salutes. However, there are some serious differences to Twitter that address the specific needs of businesses:
With Communote for example, file attachments can be sent, which means the eMailTraffic can replace. There are more than 140 characters allowed and the discussion threads can be tagged, which makes traceability much easier. In addition, the software can be integrated into existing IT systems, also works behind a firewall and takes into account German data protection regulations. Finally, as a fee-based program, Communote claims to be less susceptible to errors than Twitter and offers German support.
Considering the structures that currently exist in many companies, enterprise microblogging is probably even the better alternative - a real social media implementation, however, is not.
What comes along as a nice Web 2.0 solution for companies, in fact, supports the existing closed structures of companies: they can continue to cut through the firewall from the external flow of information, avoid the dialogue with the public and prevent responsible actions of their employees - and nevertheless feel as a modern company.
Comfortable but senseless!
Comfortable. But not purposeful. Only in open structures can the open communication, as it is typical for the Web 2.0, unfold. In open structures, however, Twitter is also possible - and enterprise microblogging is a useful addition to this, for example, by allowing the exchange of file suspensions with the messages as well.
Last but not least, the half-hearted commitment of companies to the target group is poorly received, as a study by the Brand Science Institute (BSI) shows: More than 1.100 consumers and employees assessed 40 well-known brands with regard to their social media activities.
The result: Although companies are investing more and more money, three-quarters of all companies under investigation have identified significant weaknesses in the planning, implementation and support of social media. The main reason for the failure is a lack of understanding of the way in which campaigns are implemented on the social web and undefined responsibilities.
But whoever now thinks the company would not care that they are on the wrong track is wrong: at the same time, almost all companies, including studies, have great expectations for social media channels such as Twitter: COM surveyed Dax companies expect 67 percent from a presence on the Web 2.0 an intensification of the dialogue with the public, 57 percent with employees, 52 percent with customers, 38 percent with business partners.
An improvement of the company's image will reach a good half, a higher level of recognition about a quarter. Almost one-fifth expect support from the sales force and a third an improvement of the support.
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