The challenge for organizations is to take advantage of social mechanisms to improve relationships with customers and create value for the business.
In 2004, Tim O’Reilly coined the term Web 2.0, to refer to what we know today as social networks: a global platform on which a huge collective of people interact digitally. Since then, and increasingly, individuals are embracing social networks as a mechanism for “being in the world.” Users of social networks share information and enjoy their mutual interests, as they have always done by “face-to-face” mechanisms, but now on a technological platform that gives them the power to do it more intensely and frequently, overcoming geographic barriers and, thanks to the increasing use of mobile devices, anytime, anywhere.
In the corporate sphere, we are witnessing an analogous phenomenon. Companies are defining online presence strategies in social networks, creating and participating in groups and communities, sharing knowledge and interacting with individuals and other companies. Companies in the social world gain identity and express themselves as equals, as individuals. The challenge for organizations is to take advantage of social mechanisms to improve relationships with customers and create value for the business.