Enterprise 2.0 and the influences of social networks so far is still a certain gap to this topic. The betrayal of trade secrets or the inadequate security concepts of the platforms unsettle remains”a number of companies before the step of social networking. Another reason for the rejection could be the visualization of customers by linking with personal data and photos. Support requests, complaints or feedback achieve a far greater weighting than through direct communication with the company. The communications companies are publicly accessible and can other users according to be commented.

The anonymous mass becomes real individuals. A delay or a disgruntled customer can trigger a viral Shockwave, the dissemination of negative images, here. A comprehensive processing of requests and a maintenance of the Unternehmensprofiles is it essential. To create an optimum appearance, several steps must be met before that, the success immensely can increase. To implement this, a company must generate a so-called social media guide and implement. While one person responsible must be defined, which communicates these guidelines to the appropriate staff, trains them and with the handling of data creates a certain understanding for the sensitivity.

At the same time each user with the tools of social networks should be familiar. For in-house workshops are offered, where the creativity and ideas of employees with can be applied in the social media presence. As many people it is important to include, to make a certain responsibility. The goal of a company should be so a link to all employees. At the same time must be distinguished but clearly, that not everyone in the name of the company to communicate / can. Benefits of social networks which outweighs the value of social networks so significantly to the risks, therefore each company should have at least a company pages and maintain. One Analysis, the Frankfurter Allgemeine Zeitung from the first quarter of this year, according to more than 27% of the participating business customers benefit from social networks. These companies have experienced since the entry, always increasing market shares and higher margins, which means a huge advantage over the competition. Summary one can say that the absence of internal and external communication platforms can lead to fatal consequences. Companies need to integrate daily business social networks to create a more personalized customer loyalty and increase their economic success in the long term.