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Home > Enterprise Web 2.0 blogs, wikis and content management |
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Enterprise Web 2.0 blogs, wikis and content management |
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| 10 Dec 2008 | Written by: Vince Casarez, Billy Cripe, Jean Sini, Philipp Weckerle |
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Reshaping Your Business with Web 2.0
Chapter 9: Putting Web 2.0 to Use in the Enterprise: Higher Value from Greater Participation
This chapter from Reshaping Your Business with Web 2.0 explains what Web 2.0 means for the enterprise, including options for Web 2.0 applications and Web 2.0 guidelines and goals to set for your business. In this section, learn about the Web 2.0 tools that can help your business get started, including Web 2.0 blogs, wikis and content management
Table of contents:
 Web 2.0 users, community and participation in the enterprise
Enterprise search and links for Web 2.0
Enterprise Web 2.0 blogs, wikis and content management
Tips for Web 2.0 success and setting Web 2.0 goals in the enterprise
New Web 2.0 tools: Beyond the basics
Tapping into Existing Flows
Along with creating opportunities for users to access content so they can bookmark,
vote, blog, wiki, or e-mail links to it, the enterprise can supplement that explicit data
stream by offering applications and content management systems and by measuring
actual traffic for each document. This allows the inference not only of overall or
local popularity but also of taxonomies, of recommendations about similar content.
Potential privacy issues are associated with collecting fine-grained clickstream
information: Not only must the anonymity of the data be secure, but it must be used
only in aggregate. Ultimately, the goal isn't to replace explicit behaviors, but to
supplement them in particular in the initial phases when only a few links are explicitly
promoted by users. The distinction between implicit and explicit signals is akin to the
distinction between data and metadata when it comes to content online: How content
is characterized, classified, and organized eventually blends with the content being
described, to augment and modify it based on the additional discovery entailed.
Just as critical to bootstrapping and ensuring the ongoing success of any Web
2.0 initiative is the need to maximize in-the-flow as opposed to above-the-flow
interactions. Andrew McAfee coined the terminology in a January 2008 blog post
about wikis, as summarized here:
- In-the-flow wikis let people do their day-to-day work in the wiki itself.
These wikis are typically replacing e-mail, virtual team rooms, and project
management systems.
- Above-the-flow wikis invite users to step out of the daily flow of work and
reflect, codify, and share something about what they do. These wikis are
typically replacing knowledge management (KM) systems (or creating
knowledge management systems for the first time).
The underlying concept extends well outside the realm of wikis. And the issue
with above-the-flow collaboration is generic: Contribution means interruption and translates into context switches, and as such it is far less likely to prevail naturally
due to the overhead costs. However, tools can be wedged into existing tasks and
functions to create opportunities for sharing and participation, instead on relying
on employees to undertake a new set of additional tasks to kick start collaboration.
Many of the woes of formal KM systems stem from their reliance on out-ofband
requirements for updates to capture and maintain information, and as a
consequence, KM databases end up both sparse and outdated.
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| More on this book |
| This chapter is excerpted from the book, Reshaping Your Business with Web 2.0, authored by Vince Casarez, Billy Cripe, Jean Sini and Philipp Weckerle, published by McGraw-Hill Osborne Media, September, 2008. ISBN 0071600787. |
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It's worth considering the bottom-up dimension of Web 2.0 infrastructure and
adoption patterns, and the consequences in terms of deployment, oversight, and
formal involvement from the IT organization. As BBC long-timer and blogging
enthusiast Euan Semple explained in a March 2007 post (see References), Web
2.0 will happen in the enterprise with or without IT assistance, and the best way
to foster its spread within rather that outside of the firewall is to tread lightly:
Sprinkle a few basic tools onto the infrastructure, stay out of the way, and engage
those employees already involved in Web 2.0 activities on the greater Web to
participate on the inside. At the very least, the grassroots nature needs to be seeded
with the proper tools to facilitate the flow to enable integration with legacy tools
and to power discovery features such as search. In other words, while Web 2.0
may just happen by itself, it won't be of much use and won't prove productive
unless contributions are visible and integrated with the rest of the intranet cloud.
The path Semple highlights allows for a progressive, iterative approach in
which benefits can be reaped at little cost, allowing engagement to ramp up and
participation to yield early yet significant benefits—from plain wikis, blogs, and
bookmarking services—before necessitating deeper integration into legacy stacks
and applications.
Download the chapter " Putting Web 2.0 to Use in the Enterprise: Higher Value from Greater Participation " in PDF form.
Continue to the next section: Tips for Web 2.0 success and setting Web 2.0 goals in the enterprise
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