This isn't just a shift in technology, it's a cultural shift and large organizations need to adapt. We think they can make the shift, with the right strategy and the right preparation, and be far better off in the long run.
Chicago (PRWEB) March 25, 2008
Open Text™ Corporation (NASDAQ: OTEX, TSX: OTC), a global leader in enterprise content management (ECM), today announced a set of best practices that can help organizations adopt blogs, wikis, social networks and other "2.0" technologies to create deeper connections with customers and partners, and improve employee collaboration and productivity.
The popularity of social computing tools and websites, such as LinkedIn, Facebook and YouTube, among consumers is already having a major impact in the workplace. Organizations are struggling to understand the technologies and how they can add value, as well as the potential compliance and legal risks. According to Open Text Executive Vice President Bill Forquer, the toughest first step for many organizations is to overcome initial fears and embrace the new technologies. Open Text recently released a podcast on the 2.0 challenges facing organizations.
"The handwriting is on the Facebook wall: Organizations are hiring a new generation of workers with a different online work style that has its roots in the Web 2.0 tools young consumers use everyday," said Forquer. "This isn't just a shift in technology, it's a cultural shift and large organizations need to adapt. We think they can make the shift, with the right strategy and the right preparation, and be far better off in the long run."
The benefits businesses can gain are enormous. Companies are already using the technology to create internal and external web sites with engaging personalized experiences that can improve brand loyalty and interaction, advance customer and partner connections, and recruit and retain talent. This is critically important in a competitive global business landscape increasingly dominated by customer choice. Additionally, organizations can create a whole new way for employees to collaborate with each other. This is especially important today as organizations become more global and decentralized. Day-to-day work in most large companies depends on project teams that are scattered around the globe, with employees who can work from almost anywhere. The growing demands to increase productivity and improve the rate of innovation require a new approach to work that fits the 2.0 model.
According to Forquer, best practices companies should follow in considering their 2.0 strategies include:
Have An ECM Strategy: Consider the strategic value content plays in your organization. Are you treating content as a strategic imperative in the same manner as other business-critical systems. A well-thought out ECM strategy provides the required foundation for any 2.0 initiative.
Avoid Content Silos: Don't create an additional silo of 2.0 content. Rather, manage 2.0 content alongside all other forms of content in the organization. This will avoid the mistakes made with email in the 90s, when many organizations treated email as special content outside their ECM strategy. Consequently, email repositories in many organizations are unmanaged and a source of unquantifiable risk.
Define Inward vs. Outward Initiatives: A 2.0 initiative looks inward at employees, or outward at customers and partners. Both have phenomenal potential. Be explicit with your desired business goals and align your 2.0 initiative accordingly.
Make It Safe: Content in an internal blog, wiki, or forum is subject to business and regulatory retention policies, no different than email or documents. All are considered electronically stored information as defined by the Federal Rules of Civil Procedure. Organizations with a comprehensive ECM strategy that includes retention policies on all forms of content will be the first to reap the benefits of their 2.0 initiatives.
Coach Others: Senior executives weren't the first to embrace email - they won't be the first to embrace 2.0 either. Help people in your organization understand the business value. Even the completely uninitiated will quickly see the power of popular social networking sites focused on business relationships as the new generation of the business card introduction.
Build in Moderation: Creating 2.0 content doesn't imply free rein and chaos. Organizations must design for moderation of that content that is fitting the desired business and cultural requirements.
Open Text's Enterprise 2.0 Strategy
Last week, Open Text announced a broad new Enterprise 2.0 strategy to help customers transform their organizations where systems get better (not worse) the more people use them. Open Text is taking its collaboration and Web solutions offerings to a new level, providing 2.0 capabilities, including wikis, forums, blogs, tagging, moderation, communities and real-time collaboration. For more information, go here.
About Open Text
Open Text, an enterprise software company and leader in enterprise content management, helps organizations manage and gain the true value of their business content. Open Text brings two decades of expertise supporting 46,000 customers and millions of users in 114 countries. Working with our customers and partners, we bring together leading Content Experts™ to help organizations capture and preserve corporate memory, increase brand equity, automate processes, mitigate risk, manage compliance and improve competitiveness. For more information, visit Open Text.
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