Enterprise 2.0 & Social Sectors

Current social technologies massively get involved in the parts of assisting organisations to create their values in any possible aspect (e.g. public/private businesses, customers’ relations, communities). Some of the organisational values that applied Enterprise 2.0 has already been discussed in my previous post. For this post, I intend to focus on the social sectors (nonprofit organisations/foundations) as to look further within the scope of the values’ creation. According to the McKinsey Global Institute’s 2012 report, although there are differences in the operations and goals between the private sector companies and the social sectors, both of them still gain benefits in applying the social technologies. Based on the social sector’s value levers from following report, I decide to use ‘Execute mission’ among the functional areas and discuss on how it may or is being applied to my chosen organisation, ‘CUE Art Foundation’.

Illust. by Sarun Y.

Illust. by Sarun Y.

CUE Art Foundation (CUE) is a charitable organization under the 501(c) organisations in which it located in the 501(c)3 type based on its educational purposes. The foundation has been established since 2003 with having the aims of building a meaningful art community to both artists and audiences. It provides the set of programs (e.g. exhibitions, development programs) to support all ages of artists as preparing them for their fields’ careers and offering educational opportunities.

CUE has already adopted several social technologies (e.g. Facebook, Twitter, Tumblr and  Vimeo) to expand its channel to the online public communities. To point out on how the ‘value’ might be or has been created for the foundation from using these technologies, my selected function area (Execute mission) can be discussed in details along with its levers as follows:

  • Educate the public
    By giving importance to the art’s community, CUE keeps informing its events and missions through its official website as well as its social media channels (Facebook and Twitter). Each of its local events allows the artists and those who interest in art to participate and contribute for knowledge sharing to particular event topics. From this, some useful discussions about art context are limited within the offline space and not be recognized by its online communities and the public. To extend the use of its current social technologies, the CUE foundation might consider about setting up its online art forums in both Facebook group and its website. So those who has passion in art can be able join and share their artwork, opinions or any creative tips/techniques like Deviantart as educating the communities and indirectly supporting the foundation to reach its main goals. This also caused the change in the art community where all artists can learn from each other and give their supports to strengthen their communities.

  • Engaged supporters
    CUE has effectively used the social technologies to minimize its cost in promoting its upcoming events/exhibitions. With around 4000 connections from the social media site such Twitter, any news or updates from CUE can be possibly done in short amount of time and able to reach wider groups of audiences and supporters. Based on the following amount numbers of the online communities that CUE has engaged to, this creates opportunities for the foundation as getting to know people or groups who share the common interests. From this, CUE can save its time to find the supporters via traditional way(e.g. emails, phone calls) and ask for its supports right away. Requesting art contents and borrowing equipments for the exhibitions are counted as examples that demonstrate on how this foundation successfully applies the social technologies and gain benefits from them.

Social sectors have high potentials to cause positive impacts to the societies from the implementation of Enterprise 2.0. They are not only covered the improvement for the quality of life through education/knowledge sharing, but also build the better communities through all types of help supports with the use of the available technologies.

More interesting posts can also be found at some of my wonderful supporters’ blogs (Adam Farne Sang, Chuan Wang, John Coglan, Xavier Wong, Zhonghao Liang ). Please feel free to check them out 🙂


About Sarun Y.

A Thai student who continues his master degree in IT at Queensland University of Technology (Brisbane). Love drawing and think it as another effective way to convey the message to his audiences.


  1. You touched on some good points, Sarun.

    As I was reading through, I had some possible queries but you seemed to answer them just as I was thinking out loud. I’ll try and find some sort of question to ask. 😛

    Have you analysed any negative consequences of their adoption of social media in these sectors? Is there a possibility that they could become too reliant?

    • Hi Adam,
      According to your questions, having the personal identity presence to be known/noticeable by the public can be one of the reasons that these social sectors have decided to adopt the social media. With high numbers of connections from their local and online communities’ channels , it can possibly mean that these sectors have been accepted as well as gaining some levels of their trusts. From this, the sectors might become too reliant. That can lead to other related issues where some people/groups intend to use these ‘trusts’ as their business tools and damage the reputation of the official sectors. Here is one of the possible criminal act examples from these sectors (http://bit.ly/Qwf0mI). Thank you for your feedback and recommending me in your post 🙂

  2. Hello Sarun,
    This is a good example of how to effectively advertise using social media to entice people to exhibitions and training programmes, using social media will create interest from existing followers and users of social media.
    Thanks for referencing my blog.

    • Thank you for your comment, John 🙂
      By selecting CUE as my chosen organisation, it seems that the following foundation has already adopted the use of the social technologies in order to achieve its missions. Based on some parts that I have tried to point out in this post, we can truly see the possibility and potential of how the social sectors can benefit from this adoption in relating to the Enterprise 2.0 context.

  3. Thanks for recommending me~ This is a great post in professional and academic manner. By the way, the ‘execute mission’ value lever, to my understanding, might be more about social sectors holding events or competitions to leave tasks for participants to complete. Just my opinion 🙂

    • Hi Shingo,
      By focusing on the related value levers for this ‘Execute mission’ function, I believe that there are many ways that each organisation can come up with. The above sets of my examples (e.g. extending the use of social technologies for the local art exhibitions, engaging wider art communities for supports) have been brought up to demonstrate on how these levers applied. What you have mentioned about events and competitions are possibly included as the parts in which the foundation can manage them within its missions as well. Thank you for your feedback, Shingo

  4. Thanks Sarun for referring me 🙂
    I like how in your post, you mentioned how CUE can capitalize further with their existing social technologies. I think it is important for them to consider what you said and to implement it within their own social strategy as well. Great post again, be reading more next week 😉

    • Hi Wong,
      Through researching on CUE’s social technologies, I believe that there are possibilities that the foundation can potentially maximize the use of its social media channels than this like what I have already mentioned (e.g. the extension of art exhibition for both local and online communities).
      Thank you for your visit, Wong 🙂

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