New media optimizes business processes

Web technologies can benefit companies willing to adapt to change.

My morning routine is probably pretty typical of most people’s. I wake up, grab a cup of coffee and sit down with my computer for a good half-hour. I check work email as well as my personal email, and I might pop on Twitter before landing on Facebook. Facebook is where I spend the majority of my morning time online. My News Feed provides me with the information that is most important to me—updates from my favorite news sources and legal blogs, as well as the goings-on of all my friends and family. Then of course, I shower, help my husband get my son ready for school and drive to the office. Once I’m at my desk, I check in on legal news sites and blogs, and throughout the day occasionally check back in on Facebook.    

But, of course, my routine hasn’t always been like this. In fact, it slowly evolved. My reliance on the Internet to provide me with all of the information I want—news and personal— took years. And I honestly didn’t even realize it was happening. The same can be said for many of us.

While most of us have changed the way we consume our media and communicate with other people, a lot of companies across the board have been slow to adjust their best practices to this change, both in employee- and consumer-facing communications. InsideCounsel, for example, is still striving to be better at getting in front of our readers in the places they are getting their news. (Our newly redesigned website and more frequent content updates have helped, but we continue to look for new ways to integrate more online media that serves our readership in the most effective way—check out and “Like” us on Facebook.) 

Some companies—including legal departments—are finding ways to use this new media to better run their businesses and manage internal procedures. Take NetApp, a data management company, for example. When its new GC joined the company late last year, he was confronted by an archaic system of project management and communication that had grown to be inefficient. In this month’s cover story ("The 2011 IC10: Confident Creativity"), he talks about the highly cost-effective and innovative solution—centering on innovative web technologies and social media—he implemented in three months.

Whether we like it or not, the Internet has changed the way we live and manage our personal and professional lives. It’s important we stay conscious of its benefits and constantly adapt to the change. 


Cathleen Flahardy

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