While social networking sites undoubtedly leave unwary users open to phishing and identity fraud attacks, UK organisations should not write off such technology as dangerous and frivolous. The technology that underpins Web 2.0 not only has many and varied uses in the consumer world, it also has great potential in business.

With the majority of organisations drowning under the weight of emails and phone calls, it is clear that business is struggling to maximise the opportunities the internet offers. However, if carefully implemented and monitored, the power of Web 2.0 applications such as Facebook, Linkedin and Bebo can provide significant opportunities for business in a sector that is becoming defined as collaboration.

The concept behind social networking provides a huge and unique opportunity for organisations to engage and interact on a local and global basis with customers, suppliers and employees. Such collaboration will impact on all areas of business, but particularly within the supply chain in terms of new procurement, retailing and marketing strategies.

In the right hands, Web 2.0 technology is a means of significant competitive advantage.

Tristan Rogers