Web 2.0 tools allow for improved internal and external communication for companies, giving rise to the concept of Enterprise 2.0. These tools differ from traditional ones in their adaptability to business environments and ability to rapidly respond to organizational changes. The ideas around which McAfee defines Enterprise 2.0 include search, links, authoring, tagging, extensions, and signals. Key aspects of a Web 2.0 company include collaboration, communication, transparency, an employee-centered culture of participation and innovation, and openness both within and outside the company.

1. WEB 2.0 AND SOCIAL BUSINESS
Kelly Johana Molina Martínez

2. • When talking about Web 2.0, many
people do it with an idea aimed at an
Internet recovery, a network really made
by and for people, however, the Internet
had never been planned by and for
people. Since its inception it had been
thought of as a field of work and action
for those with computer skills and little
awareness of their users.

3. The tools 2.0 allow to improve the communication in
the company so much internal as externally, giving rise
to the concept of enterprise 2.0, the term suggested by
Andrew McAfee of Harvard University in 2006. It can
be defined as the use of emerging social software
platforms within companies, or between companies,
their partners and customers
Web 2.0 differs from other traditional tools due to its
adaptability the business environment and its rapid
response to the needs of changes in the organizations
(McAfee, 2006). In addition, as a result of the
participation active of the users, the Web 2.0 has an
inherent potential for the resolution of common
problems and for the emergence of shared creativity

4. The ideas around which McAfee defines the 2.0
company, are:
Search: Finding what you are looking for is the basic
argument of this new company.
Links: the link is the order of the company 2.0.
Authoring: everyone can produce and generate their
contents, as long as they are useful for others.
Tag: the experience of who uses the information
systems of a company is enriched by the labeling.
Extensions: the recommendation system as a way to
advance in the search. The search for relevant content
is done by extending from the connections of a point of
origin.
Signals: as a way of knowing that something relevant
has happened. They are the RSS technologies, the
great source of knowledge associated with the
company 2.0.

5. • Collaboration. The 2.0 company should establish more collaborative
work teams and promote the external collaboration with companies in
their environment and, above all, with their customers and suppliers.
• Communication. Develop a nonlinear communication and interaction
model where any Employee can contribute their ideas, suggestions or
comments. Facilitate a collaboration model and bottom-up
communication where information flows from employees at the levels
inferiors of the structure to those of the higher levels. Immediate
communication, in real time.
• Transparency. It is important that the employees of the company have
all the necessary information to be able to participate in decision
making.

6. • Culture centered on employees and participatory. In the 2.0 company the main livelihood is not the
processes or technology, but employees. The organization must develop skills and qualities human resources
for the exchange of knowledge between employees, sharing the authorship in the creation of ideas, dialogue
and argue different points of view.
• Innovation. The 2.0 company must be open to new challenges and explore new ways of doing things. A
critical spirit must be fostered in the employees who permanently lead them to suggest changes and
improvements.
• Opening to the outside. The organization is focused on openness, collaboration and communication and
therefore you must take advantage of the potential wherever you are, both within Outside the company

7. • Use of the Web as a tool
information. • Information
categorized and stored in folders
• Information search.
• The objective is the version
without failures.
• ICT users.
• ICTs implanted locally, with
predefined processes and interfaces
complex users.
• The priority is knowledge.
• The creative process is based on
creating, in build.
• The value is located in the
intangible assets of information.

8. • Use of the Web as a tool for communication.
• Information labeled socially.
• Syndication of contents.
• The objective is to innovate, which leads to
permanent beta phase where to develop new
ideas.
• Advanced users of ICT.
• Web-based ICTs, combinations tailored to
different tools and with simple interfaces.
• The priority is relationships and
collaboration.
• The creative process is based on bringing
together, join.
• The value is placed in the relationships that
add, filter and manipulate goods intangible
distributed

9. When we talk about Business 2.0 we focus on
aspects of control and assurance of the quality of
the projects and the benefits provided by the
collaborative management of them, optimizing
the management of tasks and times. On the other
hand, new forms of communication have their
benefits in the improvement of productivity
optimizing resources and reducing time and
efforts in general.
Este tipo de colaboración incluye la interacción con
clientes, proveedores y agentes externos, la cual se
puede utilizar tomando sus opiniones y mejorando el
método de venta de productos, analizando las
oportunidades de promoción y de este modo crear un
ciclo bidireccional, por ejemplo, a través de redes
sociales.