Trend – World Wide Web

„The Web is not going anywhere and will only continue to evolve. More Web applications will be developed and compete for customers‘ time and attention. As customers become accustomed to communicating and collaborating on the Web, they may choose to take marketing your brands into their own hands. […]

Web 2.0 technologies will not replace traditional marketing such as direct mail or TV advertisments, but instead are new complementing marketing channels that many consumers will expect their brands to communicate through. […] Enabling consumers to participate in each aspect of the marketing mix will help brands remain relevant in todays changing world.“

Bryant, Samantha C. (2009): A Strategic Framework for Integrating Web 2.0 into the Marketing Mix. In: Deans, P. Candace (Hrsg.), Social Software and Web 2.0 Technology Trends. New York, Information Science Reference: 41.

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RSS – for Businesses

„Another major area of benefit under the empowerment umbrella is the ability to provide easier access for users to find, use, and integrate data sources. For example providing RSS or ATOM feeds to key business systems allows a user to aggregate that information to a place that is easy to scan and keep up with […]. This makes users more awaren and knowledgeable about the business at a whole and makes them more effective in their tasks relating to the business.“

Quelle: Burkhardt, Peter (2009): Social Software Trends in Business: Introduction. In: Deans, P. Candace (Hrsg.), Social Software and Web 2.0 Technology Trends. New York, Information Science Reference: 11.

Applying Social Software – for Businesses

„It is a good first step to identify that there is value in using social software to support daily interactions and relationships between individuals working at or with a business. However, […] not all existing social networking applications that are available on the Internet are appropriate for use in a business environment. […]

Businesses value social software for its ability to facilitate relationships that benefit the needs of the business. […]

[…] businesses need to examine the social software and Web sites in the public domain, understand why they are popular and what functions they offer that could be useful to the business, and then implement those functions in areas of their business that will provide the greatest benefit. […]

Most importantly, businesses need to understand that all of the individual added value social software brings to the table roll up under one umbrella. The social software trend is about empowering people. Through this empowerment, a business achieves the maximum potential from social software. Freeing people from traditional business control of information and organization and giving them tools that they need to make their voices, thoughts, and ideas heard while transending boundaries is the value that social software brings to the table.“

Quelle: Burkhardt, Peter (2009): Social Software Trends in Business: Introduction. In: Deans, P. Candace (Hrsg.), Social Software and Web 2.0 Technology Trends. New York, Information Science Reference: 9-11.