(Singh, 2009, pp. 1 -- 10) At the same time, the use of social software has meant that many corporations have been reaching out to employees. This is because they are seeing how this can help to: improve collaboration and communication. One of the biggest problems that a number of different organizations around the world have faced; is that coordinating their various departments can be challenging. The reason why, is due to the fact that globalization has meant that a number of companies must establish numerous offices around the world. In the past this was problematic, because many organizations had trouble communicating with other offices around the globe from: issues such as differences in the time zones. This made it more challenging to communicate and monitor the activities in other regions of the world. When you are using social software these issues are addressed. This is because, these tools can be used to create social networking pages, where everyone could communicate and share their ideas with each other. Over the course of time, this will improve collaboration on a host of projects and communication. These elements will translate into higher revenues, as corporations are more able to respond to changes in the market. Once this occurs, it means that they can be able to maintain their dominance in these areas (in spite of the changes that could be taking place). In a world that is being impacted by globalization, this will cause a shift in competitors and the kinds of products that are in demand. In this aspect, one could argue that the changes in the views surrounding the underlying risks of social software have evolved. Once this occurred, it meant that it was only a matter of time until you will saw these different tools utilized as part of the core business model for a host of entities. (Rutledge, 2008, pp. 107 -- 130)

The reason why, is because it is providing a number of significant benefits that other traditional forms of media are unable to deliver to include: it can reach out to customers / employees / suppliers, increase productivity and help to raise revenues. When you put these different elements together, they are illustrating how these positive benefits are indicating that a change is taking place in perceptions. Once this occurs, it means that it is only a matter of time until most executives will no longer see the use of social software as risky. Instead, they will see it as another tool that they can use to: reach out to their customers and employees. Over the course of time, this means that the risks for these businesses will decline.
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