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International Business Machines (IBM) “is an American multinational computer, technology and IT consulting corporation”. Also IBM is a global technology and innovation company that stands for progress. IBM well known through most of its recent history as the world’s largest computer company. With operations in over 170 countries. Also with almost 400,000 employees worldwide. However, IBM now is the world’s fourth largest technology company and the second most valuable global brand. Therefore, IBM decided to start using the social network in the company. They start using a twitter and blogs to allow their employees to write about their experiences, what they’re working on, Interest or any other topic of choice, which gives IBM the idea to give their consumers insight into what happens behind the scenes. Also to show or highlight the people or developers behind their product. Also IBM gives the users the opportunity to see how IBM operates and give them a direct connection with IMB employees.

Therefore, there are some advantages of using the Social network in their enterprise  which are:

  1. Expanding Market Research: Social networking sites give businesses a fantastic opportunity to widen their circle of contacts. Using Twitter, for example, a small business can target an audience of thousands without much effort or advertising. A new market opens up, as do the opportunities to do business.
  1. Improve Your Reputation: Building strong social networks can help a business to improve its reputation with as little advertising as possible. Social networks can boost your image as thought leaders in the field and customers/contacts start to acknowledge your business as reliable and an excellent source of information/products that suit their requirements.

However, there are some disadvantages of using Social network in their enterprise.

Privacy is arguably a major issue, because users may broadcast sensitive personal information to anyone who views their public feed


Nowadays, using the web 2.0 on companies in right way or wrong way can change many business directions which can affect the global business. Therefore, the web 2.0 tool has a great impact on companies’ development. However, using web 2.0 on companies has some risks and some of them are big risks. Therefore, some companies are not using the web 2.0 because of these risks. According karlovsworldKomarketing Associates statistics states that 97% of the top companies today don’t use blogging or twitter to promote their online visibility”

Sensei Enterprises, Inc. is a nationally known computer forensics and information technology company. Based in Fairfax, Virginia, Sensei combines legal expertise with high-level technical certifications to serve the technology and electronic evidence needs of the legal and corporate communities.

Sensei Enterprises, Inc. is according to metro corporate counsel is a company “with 5,000 employees with several field offices had recently become aware of the perils of social media”. In the past years they authorized Blogs and Facebook page for the employees to participate. However, last year they found some risks of using the social media. Those are some of the risks that Sensei Enterprises, Inc. faced.

“One of its employees had a personal blog containing references to the corporation’s research and development. One product, in particular, was expected to hit the marketplace with a bang, and the information being leaked was giving information to competitors.”

“Another employee in a business development unit who had a corporation-sanctioned Twitter account had posted several tweets disparaging competitors. The corporation was concerned about controlling this sort of activity”.

Therefore, when Sensei Enterprises, Inc. understand the risk of using the web 2.0 tools, they develop techniques for mitigate them by.

  • Monitoring the social web so they can know what the employees are saying.
  • Providing education on legal issues like copyright and anti-trust.
  • Providing education on social media principles.
June 2018
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