By David Hamilton, theWHIR.com
August 1, 2008 — (WEB HOST INDUSTRY REVIEW) — Corporations are using more web 2.0 tools and technologies for business than last year and using them for more complex business purposes according to a new survey.
Having polled almost two thousand executives from companies around the world, business journal McKinsey Quarterly (mckinseyquarterly.com), released its findings Thursday in its annual survey on the business use of web 2.0. Researchers found that companies satisfied with their use of these tools, including wikis, blogs, social networks and mash-ups, are starting to see changes throughout the enterprise.
This year’s survey reveals continuing investments in web 2.0. Companies benefiting from these tools are now shifting from using them experimentally to adopting them as part of a broader business practice. These companies are adopting more technologies, but also “leveraging them to change management practices and organizational structures,” according to the study. For instance, some are encouraging customers to help develop new products by using tools to tap social network knowledge.
While web 2.0 is gaining maturity, only a minority of businesses has fully realized the benefits of the new paradigm. Only 21 percent of respondents were satisfied overall with web 2.0, compared to 22 percent who voiced clear dissatisfaction. The study also found that after “an initial period of promise and trial,” disappointed companies tend to stop using certain technologies altogether.
Overall, however, companies are launching more initiatives. Last year, respondents said their companies had adopted just over two web 2.0 tools on average. This year, the number has grown by up to 50 percent.
As social networking applications move from the personal realm to the business realm, earlier this week, social analytics firm Sometrics (sometrics.com) partnered with social application development service Zembly (zembly.com) to deliver information on traffic and users to help developers better understand their audiences, boosting traffic and revenue, and building better web 2.0 communities.
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