Social media, social networking or the social web, along with companies that deliver all things ‘social’, are dominating discussions about the internet, advertising and communication in business as well as personal life. This appears to be an unstoppable bandwagon that all organisations must leap on before they are left behind; but is it that simple? The social network landscape is packed with choices and pitfalls for the unwary, so a careful, well thought out and appropriately nuanced response is required.
Bring your own collaboration
At one time it seemed like the only choice employees hankered for was to get their preferred mobile phone or a particular brand of laptop; they had precious little impact on other technology decisions unless they ran the IT department. Then dumb phones became smart application platforms and tablets appeared – and both suddenly soared as consumer choices, changing everything.