"Technology that enables collaboration flattens the organisational structure. That might seem scary at first, but what it really means is an increased efficiency at which information travels from one end of the organisational chart to the other," says Horran.

"For a large company like us the only way to succeed is to collaborate quickly and smartly. It's just that simple. We've made the choice to do it through social media because it suits our size."

Speaking at this year's Lotusphere conference on 'the social enterprise', Horran says there is a widely placed misconception that social media is strictly for the marketing department, which has lead to some companies missing the opportunity to harness it internally.

She says enabling the social enterprise is the new frontline for the modern CIO, adding that IT should lead the charge.

Social media in business is far from new. From as early as the 1980s, email, message boards, and document sharing technologies were deployed in enterprises; all precursors to modern day social networks.