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Web 2.0 Has Corporate America Spinning

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Saved by 28 people (-7 private), first by anonymouse user on 2006-07-15


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Silicon Valley loves its buzzwords, and there's none more popular today than Web 2.0.

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actually are improving the tools by the very act of using them. MySpace, for instance, becomes more useful with each new contact or piece of content added.

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"We're shifting from a presentation medium to a programming platform," says Tapscott. "Every time we go on these sites, we're programming the Web."

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Socialtext wiki instead of e-mail to create meeting agendas and post training videos for new hires. Six months after launching it, traffic on the 2,000-page wiki, used by a quarter of the bank's workforce, already has surpassed that of the company's intranet (see BW Online, 11/24/05, "E-Mail Is So Five Minutes Ago").

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That's why companies are warming to the idea of opening their information-technology systems to do-it-yourselfers. And they spy an intriguing way to do that with what are known as mash-ups, or combinations of simple Web 2.0 services with each other into a new service (see BW Online, 7/25/05, "Mix, Match, and Mutate").The big advantage: They can be done very quickly with existing Web services.

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The reason: As appealing as that social aspect is for teens and anyone else who wants to stay in closer touch with friends, it's even more useful in business. After all, businesses in one sense are social networks formed to make or sell something.

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Watch what kids are doing. If they use e-mail at all, it's a distant fourth to instant messaging, personal blogs, and the social networking sites, because they're much easier to use for what matters to them: staying in touch with friends.

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The Writable Intranet does not have series of static pages where information is disseminated "top down." It is the place where employees collaborate, exchange thoughts, create plans, capture meeting notes, track projects, create documents (not word documents but documents that are Web pages and have version control). The Writable Intranet marks the end of e-mail as the collaboration platform. The Writable Intranet means that enterprise knowledge is "free" and searchable by anybody. The "freedom" implies that knowledge is neither in e-mails nor in documents, but in easily accessible and searchable repositories. The Writable Intranet means information which is a constant source of data to other people who make modifications at will.

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What every CEO needs to know about the array of new tools that foster online collaboration -- and could revolutionize business

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JUNE 5, 2006

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What every CEO needs to know about the array of new tools that foster online collaboration -- and could revolutionize business

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services to get something done

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demand active participation and social interaction

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Live Web

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may

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Don Tapscott,

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wikis, or group-editable Web pages, to turbo-charge collaboration

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Early signs of the shift abound. Walt Disney (DIS), investment bank Dresdner Kleinwort Wasserstein, and scores of other companies use wikis, or group-editable Web pages, to turbo-charge collaboration. Other firms are using button-down social-networking services such as LinkedIn and Visible Path to dig up sales leads and hiring prospects from the collective contacts of colleagues. Corporate blogging is becoming nearly a cliché, as executives from Sun Microsystems (SUNW) chief executive Jonathan Schwartz to General Motors (GM) Vice-Chairman Bob Lutz post on their own blogs to communicate directly with customers.

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LinkedIn

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empowerment.

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do it themselves

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free

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improving the tools by the very act of using them

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"We're shifting from a presentation medium to a programming platform," says Tapscott. "Every time we go on these sites, we're programming the Web."

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For some, it's hard to imagine the same technology that spawns a racy MySpace page also yielding a new corporate collaboration service.

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Potentially, these Web 2.0 services could help solve some vexing problems for corporations that current software and online services have yet to tackle.

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"Now, most everybody I talk to knows what Wikipedia is -- and it's not a stretch for them to imagine a company Wikipedia."

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premier Web 2.0 blog, TechCrunch

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If they use e-mail at all, it's a distant fourth to instant messaging, personal blogs, and the social networking sites, because they're much easier to use for what matters to them: staying in touch with friends.

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"Young people are not going to go to companies where they can't use these new tools," says Lane. "They'll say, 'Why would I want to work here?'"

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critical for executives to try out these services themselves

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considerable time reading some popular blogs

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Only then should execs try their hand at blogging

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Thick skin is a requirement, since the "blogosphere" can be brutal on anything that sounds like spin

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Robert Scoble, for instance, is credited by many Redmond watchers with doing more to improve the company's image than millions of dollars in public relations

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a brand to which people feel a stronger emotional tie

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humility

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Management 2.0.

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