Clearswift, a security software company, has unveiled new research on the growing importance of Web 2.0 in businesses. The global report shows how the use of Web 2.0 is fundamental in companies to be successful in today’s competitive markets. In fact, 52% of companies say that collaborative tools and web social networks are “critical” for the future success of the company.
This research examines to what extent and how companies are using Web 2.0 technologies through their organizations and with external audiences. Interestingly, the latter are an important driving force when it comes to the adoption of tools such as LinkedIn, Salesforce and SharePoint, with 92% of respondents indicating that the need to “be seen as a company with the ability to act and adapt to new situations “is essential.
But Web 2.0 tools are not only essential from the point of view of corporate reputation, but also influence how modern companies operate:
Developing sales and brand image : more than 90% of companies believe that Web 2.0 technologies are useful in terms of increasing brand awareness; and 89% believe that Web 2.0 is essential to generate new business and support customer service.
Recruitment : In many companies, the awareness and active use of Web 2.0 tools is becoming a key factor in the recruitment phase – with more than 8 out of 10 companies in debate about the use of social media during the selection interviews. And more than a third of organizations seek knowledge and understanding of how these tools can be used for business benefit.
Employee productivity : currently, each worker spends a lot of time online, both within the company and in personal life; and more than half of the managers surveyed said that closing access to social media during the working day would be detrimental to employee motivation and productivity.
Despite all this, there is still some uncertainty when it comes to social media, since research shows how 61% of employers think of safety as the biggest problem. In fact, more than a third of companies have rejected business opportunities due to information security problems. And 64% of companies agree that a new approach to security is necessary in this new era of web collaboration.
Richard Turner, CEO of Clearswift, states: Web 2.0 and collaboration technologies are on an upward curve. Advanced companies are taking advantage of these tools to allow innovation to thrive and differentiate itself from the competition.
“We are seeing that, when companies consider safety in a positive rather than a negative way, their employees are more aware of its importance and the potential risks involved, which leads to greater responsibility of the staff and, in turn, an impact most successful in the world of Web 2.0. “, concludes Richard Turner.