Web 2.0: Managing the Social Networking Data Sieve

Social networking websites (e.g. Facebook, LinkedIn, etc.) are one of Web 2.0 tools that refer to as the second generation of the Internet. The main features of Web 2.0 are that it involves consumer-generated content and provide on-line communication. Undoubtedly, Web 2.0 applications give a lot of strengths for business and hospitality industry as well, among them opportunities to extend presence in the Internet; involve customers in marketing and promotion; recruit, teach/train staff; build corporate culture through team building and many others. But at the same time, it has some drawbacks and poses problems to be considered and solved by IT specialists. One of them that is, probably, the most important is data security. This problem is discussed in the article of Kim S. Nash “Managing the Social Networking Data Sieve” published in ‘CIO” magazine. The author of the articles stresses that employees who actively use social networking websites can easily give away company’s secrets. Being concerned about this problem he offers several solutions to solve it. The first two are really closely connected and say ‘accept and train” and “influencing socializing”. That means that employers should accept employees’ desire to use social networks, allow them to do that and moreover teach them how to use them more productively and efficiently. For example, employees could cooperate with industry professionals from other companies, share their experience and ask advices but without telling too much about ongoing projects and corporate secrets. The third one, “consider complexities”, refers to the cases when information posted in the Internet can help to protect company’s interests (e.g. in court). So, consequently, it should be reviewed and collected. The fourth, and the last, one asks to monitor employees’ activity in the Internet. After explaining them how to use social networking tools employers also should track whether all of them follow company’s policy and if not explain it again. The author of the article suggests that applying these rules companies can not only get extra opportunities from web 2.0 tools but also use them correctly and protect corporate information and secrets.

This article appeared at exactly that time when many companies actively discuss Web 2.0 tools, try to explore and employ them. Speaking about lodging industry we can find different examples of Web 2.0 tools implementation. They are actively used now because they are effective and up-to-date. Moreover, 2008 Hotel Guests' Technology Study conducted by University of Delaware found that 36.05% of respondents use social networking websites. At the same time, University of California researched modern youth technology adoption tendencies and come up with the conclusion that teenagers tend to be on-line instead of going on-line and heavily use Internet to search for information they are interested in. Growing up these teenagers will become hotels' guests or may be future employees after some time. On the basis of these studies we can conclude that being popular nowadays, social networking websites will also continue to attract more users. So, that is why I think it is really better for companies to allow to use social networks and set up corporate culture and rules for this, otherwise employees probably will do it inappropriately and “illegally”. If it is prohibited to use social networks on the work place employees can access them from their cell/smart phones (e.g Blackberries) or do that in their free time, so that nobody can notice that. At the same time, if a company doesn't allow to use social networks and doesn't have internal corporate rules for this, it also cannot require any particular on-line behavior from its employees. Companies definitely will benefit if their employees will be knowledgeable about these tools and ways of implementation.

Reference:
Nash, K.S. (2008). Managing the Social-Networking Data Sieve. CIO. November 15, 34. Retrieved from http://www.cio.de/news/cio_worldnews/862350/