Australia in the Digital Economy: Online Participation is part of this process and aims to contribute to greater understanding of the profile of Australians who are connected to the internet and participating in the digital economy, as well as identifying those with limited or no online participation.

Many progressive businesses now have social media on their radar. Some are beginning to explore the economic implications of the new technology. The Australian Communications and Media Authority is studying the use of social networking sites by individuals and organisations in Australia. Its latest report says while most business engagement with social networking here is still experimental, there is an expectation that these tools will have a significant impact on the way business is conducted in future. IT forecasters estimate that by 2012 most customer-service inquiries will happen outside the organisation.

The financial crisis has underscored just how ill-equipped companies can be to deal with two important changes in the reputation environment. First, the influence of indirect stakeholders. Second, the proliferation of media technologies and outlets, along with the emergence of new Web-based platforms, has given individuals and organizations new tools they use to subject companies to greater and faster scrutiny.