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Web 2.0 technologies enable companies to transform their static communication into a dynamic environment in which every individual can be beneficial to corporate communication. Although Web 2.0 technologies can be beneficial, they also exploit vulnerabilities not only to corporate communication, but also to the company's integrity.

The term “Web 2.0” was first coined by Tim O'Reilly and it describes a new perception amongst internet users: interaction and cooperation. Sharing information with applications such as Wikis, Social Networks, Blogs, Instant Messaging or Mashups are some of the most beneficial ways of using Web 2.0 technologies. To fully understand the user, they need to be classified into groups and categories since not all Web 2.0 users will create content and interact with technologies in the same way. Some can be categorized as information or entertainment seekers that will consume content created by the active participating group.

Image improvement, gain in quality and efficiency, knowledge Economy, collaboration, and cost reduction are some of the economic benefits that make the use of Web 2.0 technologies profitable.

Although the benefits of these technologies seem to be virtually limitless, there are risks associated with the corporate governance, the technology, as well as organizational, social, and external risks that play an important role in internal and external corporate communication.

Table of Content:

1. Introduction
   1. Motivation and Objective of the Thesis
   2. Methodology and Purpose
2. Basics
   1. Web 2.0
      1. AJAX as a Main Web Development Techniquee
      2. Social Software
         1. Blogs
         2. RSS
         3. Wikis
         4. Mashups
         5. Folksonomy / Tagging
         6. Instant Messaging
         7. Social Networks
   2. Corporate Communication
   3. Balanced Scorecard
3. Web 2.0 and Social Networks of Corporate Communications
   1. Foreword
   2. User Classification
   3. Success Factors
   4. Economic Benefits
      1. Cost reduction
      2. Collaboration
      3. Image improvement
      4. Knowledge Economy
      5. Gain in efficiency
      6. Gain in Quality
      7. Flexibility
      8. Classification of Benefits
   5. Risks
      1. Classification and Depiction
         1. Technology
         2. Financial
         3. User Discrepancies
         4. Top-Down Communication
         5. Corporate Governance
      2. Risk Assessment
      3. Reduction of Risks
4. Establishing a Key Performance Indicator Matrix
5. Developing a Reference Model
   1. Foreword
   2. Web 2.0 Layer
   3. Corporate Communication Layer
   4. Performance Measurement Layer (BSC Layer)
   5. Reference Model
6. Conclusion
   1. Summary and critical review
   2. Perspective