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......The overlap of Web 2.0 technologies for both professional use in the form of marketing strategies on the one hand and the inherent interest personally on the part of employees is creating a potential liability of this entire new area of Internet applications (Christ, Berges, Trevino, 2007). Despite the negativity that surrounds the use of Web 2.0 technologies and the social networking applications that support then, there is ample evidence of how effective these applications are being proven to be in attracting, selling to and serving customers
The collaborative benefits of social networking from a business strategy perspective have initially shown results in creating informal connections and collaborative frameworks through with companies can connect with and understand their customers unmet needs (Eccleston, Griseri, 2008). The pitfalls and potential that social networking offers organizations need to be balanced with the growth trajectory of this area of Internet applications......

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