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BACKPAGE ROBERT CLARK Take the social media challenge Your avatar needs a dress code Miley Cyrus has closed her Twitter account so she can keep control of her personal life. Gartner has called on businesses to take control of their employees’ avatars. The US has introduced disclosure rules for bloggers. The Singapore government is considering them. Tidy avatars It looks like the end of the go-go years for social media and Web 2.0 in general. Web 1.0 was about people getting online, and Web 2.0 is about making the user an essential part of the experience. Now it’s reality-check time as we bump up against the limitations of 2.0. Gartner forecasts 70% of businesses will have virtual world behavior guidelines by 2013 One sign: celebrities who joined the Twitter craze because everyone else did. But Miley decided to put some distance between her and her impressionable demographic. Gartner’s signal is enterprise-oriented. Second Life might be strewn with abandoned avatars, but avatars on IM clients and into business environments and will have far-reaching implications—from policy to dress code, behavior and computing platform requirements.” Even virtual worlds will soon become important enough for businesses to take them seriously. Gartner forecasts 70% of businesses will have virtual world behavior guidelines by 2013. Netopia 2.0 The new rules in the USA requiring bloggers to disclose commercial interests don’t affect business bloggers, but they’re a We’ve been here before. If you can remember in the early bates about whether the Net even needed any rules at all. Vow- I’ve ever heard), Netopians warned of the dangers of allowing big business and government interests to invade cyberspace. I remember a decade ago coming across an opinion piece forecasts of the great digital future, or tips on how to set up a Web site, today they dispense earnest advice on how to deal with the social media world. an online dress code. The social media curve The use of social media is already advanced in Hong Kong. The local association of interactive marketing says 32% of panies—Facebook and Xanga are the favorite social networking sites. If you’re a CIO you might have worked with the corp comm guys to set policies for company bloggers. Now someone has stay on top of what’s being said about your organization on Facebook or Twitter and be able to respond, whether via company blogs, the media, customer mail outs or some other. Your corp comms colleagues are going to need more help. with the market in terms of sharing information, fast-tracking problems, and responding to questions.” If yours is an FMCG company you’ve surely already feeling the heat. If your business has a footprint in mainland complex, but just as important—bad news travels fast across tight-knit industry groups. Companies like Trackur, Jive Software, and Backtype offer various kind of online reputation management or tracking tools, although not yet in Chinese-language. For CIOs, staying ahead of the social media curve is a bit of a stretch from the traditional role. But then, so is everything else the CIO does these days. Robert Clark is a Hong Kongbased technology journalist. rclark@electricspeech.com 58 Computerworld Hong Kong Nov 2009 www.cw.com.hk
Hong Kong’s Source of IT Insight www.cw.com.hk technews techguide techfeature industryevent biznews viewpoint bizpeople analystwatch industryprofile www.cw.com.hk Nov 2009 Computerworld Hong Kong 59
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