Abstract

From its birth to the nowadays lifestyle, web has strongly changed. Although once it was a “place’’ to find information, now it represents that virtual condition, in which it can be possible to share and collect information, thoughts, desires and doing shopping and so on and so forth.

Today, the company does not only make just a commercial communication. Instead, there exist many types of interaction: the internal communication, for instance. Enterprise 2.0 is that kind of business that uses the instruments of the web 2.0 both for external and internal communication. It means to use all the digital marketing tools to manage the entire organization, such that we have to think in a participatory management way. Indeed, we have to focus ourselves even more on a participatory organization, where the development of new projects derives from the ones who work into the company. The Social media that can be involved in this field are the same that are used for a commercial communication: social network, blogs, Wikipedia, podcasts, rss feed and so on and so forth.

Even though there are very few Italian companies that apply the tools of web 2.0 to manage the entire organization, the paradigm of the enterprise 2.0 is slowly taking off.

The purpose of this work paper is to identify how the company can efficiently adopt the digital marketing instruments, utilizing the participatory management: enterprise 2.0. The adoption of these participatory tools is fundamental, because only through their adoption, it can be possible to reach a vast audience and to satisfy the digital consumer needs, who is no more passive, but he is even more active and critic about the choices he is going to make.

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