By Erin Tennant
ninemsn
Facebook, Instant Messenger and other online networking tools aren't mere workplace distractions — they improve the way we do business.
Future Exploration Network chairman Ross Dawson says that a firm's success increasingly hinges on its ability to share knowledge and expertise both with its employees and external clients.
"Organisations have always functioned like social networks," he said.
"People are more likely to get information from the people they know well or like, or the ones they believe have the relevant expertise."
In an era where structured repeatable processes like invoicing and recruitment are well established, the best way to differentiate firms is by their ability to network, Mr Dawson said.
Many firms already are drawn to the fluid, flexible approach to communicating offered by Web 2.0 applications such as social networking sites, blogs and virtual worlds.
"It's about the ability to connect expertise and talent in ways which are more efficient and effective in creating value … whether that means finding new business opportunities or responding to market place changes," he said.
Mr Dawson was speaking ahead of the Enterprise 2.0 Executive Forum at Sydney's Luna Park next Tuesday.
He also said investment banks in Australia already are quite active on 2.0 applications for internal communications: Microsoft allows any of its employees to set up a blog and Westpac uses Second Life for employee induction.
Mr Dawson added that firms which ban employees from accessing 2.0 applications like Facebook or YouTube often face a backlash.
"If you work in an organisation that doesn't trust its employees, people won't want to work for that organisation," he said.
"Blocking sites puts existing employees off side and you lose talent."
Mr Dawson also acknowledged some drawbacks to hosting these applications, including that disgruntled employees can more easily spread discontent within an organisation through negative opinion.
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