Defining Enterprise 2.0 - Customer Relationship Management

While I’d love to say that I was the creator of the Enterprise 2.0 definition,I was not.It was Andrew McAfee,an associate professor of business at Harvard Business School (and,much to my New York Yankees–loving chagrin,an ardent Boston Red Sox fan).He wrote a seminal article in the MIT Sloan Management Review entitled “Enterprise 2.0:The Dawn of Emergent Collaboration”,which defined the use of new tools and a new business culture that could transform business.

His definition was simple:“Enterprise 2.0 is the use of emergent social software platforms within companies,or between companies and their partners or customers.”However,what composes the Enterprise 2.0 character and function map is anything but simple.

McAfee identifies the characteristics of Enterprise 2.0 as SLATES.Table describes what SLATES stands for.The table definitions are my own,the acronym breakdown is Andrew McAfee’s.SLATES is what differentiates an Enterprise 2.0 workplace toolset from a more traditional Enterprise 2.0 workplace toolbox.
Table :Definitions for the McAfee Enterprise 2.0 Characteristics
Definitions for the McAfee Enterprise 2.0 Characteristics

The old-school models of the enterprise were operational and process driven,based on the efficiencies that lead to productivity.The new school is an interaction-based collaborative social model that emphasizes effectiveness and knowledge exchange,which lead to increased productivity.

While all these are the technological characteristics of a company with the chops to implement an Enterprise 2.0 strategy,this isn’t necessarily the be all and end all of Enterprise 2.0 as it should be viewed.Before we take a deeper dive,there has to be the “why in the world?”question going through your heads.What would be the purpose and the benefit of using the Enterprise 2.0 tools and establishing an appropriate culture? Besides the obvious answer,“increased productivity.”

It’s important to see that Enterprise 2.0 is not defined strictly by the technology it uses to incorporate communication and collaboration into an enterprise.The technology used is a function of a successful Enterprise 2.0 culture—a subject that rarely gets discussed but has as much or more of an impact as the technology itself.

In fact,here’s how I would extend the definition of Enterprise 2.0,with a hat tip to Andrew McAfee:“Enterprise 2.0 is the use of emergent social software platforms within companies,or between companies and their partners or customers,to support and foster a culture of collaboration and trust that extends beyond the doors of the company itself.”

If you don’t like that definition,sue me.Otherwise,let me explain how this works with Social CRM in perspective.


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