Introducing web 2.0 to your organization does not guarantee success.  In a recent study of 50 early adopters, McKinsey Quarterly  identified factors associated with success. In a previous post I summarized Web 2.0 strategies for participation. In today’s post I summarize Web 2.0 strategies for best use and Web 2.0 strategies to balance risk.

Web 2.0 Strategies for Best Use

• The best uses come from users—but they require help to scale: often applications that create the most value through web 2.0 technologies are often discovered by users. The best way to introduce these technologies is to offer them to users and then scale up the most effective applications. This is when management needs to step out of the way and allow users to find the best application – rather than imposing the preconceived solution.
• The right solution comes from the right participants: Web 2.0 technologies require self-sustaining participation to function. Users who are early technology adopters and have rich personal networks, from every level of the organization, typically were the most influential in this respect. Consider: who in the organization are the technology-savvy opinion leaders?

Web 2.0 Strategies to Balance Risk

• Balance the top-down and self-management of risk: Getting the right balance of freedom and control is the key. Policies are helpful to guide user norms, but fear and over control drown any desire to participate. An effective policy is to prohibit anonymous posting. When this is in effect, social norms informally enforce appropriate participation.

Links and References:

Six Ways to Make Web 2.0 Work, McKinsey Quarterly, February 2009