Six ways to make Web 2.0 work

I love the McKinsey Quarterly (when I can access the articles that is) and they haven't let me down with this article from the February 2009 edition entitled Six ways to make Web 2.0

Nina Platt of the Strategic Librarian summaries the article nicely here. One of the things that was most interested me though was the "management imperatives" required for encouraging participation.

These are listed as:

  • The transformation of a bottom-up culture needs help from the top
  • The best uses come from users but they require help to scale
  • Whats in the workflow is what gets used
  • Appeal to the participants’ egos and needs - not just their wallets
  • The right solution comes from the right participants
  • Balance the top-down and self-management of risk

Of these the one that interests me most is "Whats in the workflow is what get used". In the article the authors describe how success with Web 2.0 tools can only truly be achieved when "incorporated into a user's daily workflow" The authors go on how to discuss how the importance of this is sometimes "masked by short term success" Web 2.0 tools are initially rolled out e.g everyone initially contributes to the blog but then because it isn't part of their daily work they forgot to do or their enthusiasm wanes.

[Hat Tip - The Strategic Librarian]