WEB 2.0 tools like wikis, blogs, forums, RSS feeds, social bookmarking and podcasts have become well understood and widespread on the Internet. But in the business world, Enterprise 2.0, as these same tools are collectively called, has not been taken up with as much vigour. This is despite their usefulness as fantastic platforms to lubricate businesses with a social-networking oil of collaboration that stimulates innovation and sharing ideas.

In Asia the primary issues that most companies flag when it comes to Web 2.0 are security and potential time-wasting by employees who become more interested in keeping their MySpace profile up to date than 'doing work'.

The first is a valid concern as Web 2.0 platforms present a new kind of security risk for IT and general managers alike. After all, there are greater dangers from both within and outside once doors are opened. How often have we seen an accidental leak of information through company blogs or embarrassing lapses in content control when podcasts or inaccurate wikis are released?

Networks are also open to attacks from outside and there is a need to be aware of the different threats like malware or identity theft. Of course not all organisations have identical levels of exposure to these risks but they remain very real nonetheless.

The same is true that not all organisations are in the right position to embrace all aspects of Web 2.0 from the second concern of time wasting. Increasingly, it is possible to install the tools which managers feel will add value and leave out those that they think do not.

For example, sharing information across and beyond their organisation through messenger may be seen as time-wasting; or conversely for some, as a critical way to engage employees more effectively and share documents easily.

Other tools, like online storage spaces, free up digital space and allow employees to access what they need from around the world without clogging up the e-mail servers. Some Web 2.0 tools also have the potential to save both small and large organisations considerable amounts of money on overly complex networking and office tools.

Clearly, companies that are social in nature are likely to embrace Web 2.0 tools more readily. Those that are able to move beyond the idea that all time in the office must be spent in front of their PC will be able to make the most of the new technology. Collaborative working around the world is certainly made more intuitive and easy with messaging software combined with online folder sharing.

The considerable cost in both time and money of conference calls with little purpose can put to better use.

The more closed, or 'anti-social', companies are most likely not even considering Web 2.0 and actually see it as a negative impact on the productiveness of their workforce. These companies will restrict information flows to protect sensitive data, business processes and intellectual property that can almost 'criminalise' the use of Web 2.0.

Organisations that choose not to make the most of Web 2.0 platforms need to keep a close eye on their workplace because they will likely find staff who are using these tools. Businesses that decide to take the plunge should do so with an experimental and fun approach. These companies will also need to understand the dynamics of social interaction and identify ways to keep their staff motivated to participate and contribute. Simply providing a whole host of new software without considering how it can be used most effectively is likely to fail.

It is also worth considering the blurring of work and personal space as tools that were previously used on a purely personal basis become integrated into the workplace.

The writer is the Regional Product Manager, Microsoft Online Services Group, Windows Live and MSN

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