Groundswell: A game plan for Enterprise 2.0?
Over the last couple of weeks I had two people urge me to go and read Groundswell. So I did. If you haven't already, I would recommend it.
In summary, it's probably the closest thing to a road map for implementing Enterprise 2.0 in companies (although to their credit, they don't call it that).
It's chock full of data (some of which will surprise you) and case studies. It also makes concrete recommendations how to evaluate what's the best strategy for a company (should we do a blog, an open forum or a video on You Tube). And best of all, the language the use (for the most part) is clear (focussed on business value not technology) and practical (always refreshing).
What they don't talk about (and I don't get) is why so many people contribute at all. In all this Web 2.0 / Enterprise 2.0 talk, all I see is the users giving up their time, their ideas etc to make companies they don't work at better. What do the users get back in return? Yes, I get the positive karma point of view, but I just don't see the payback for the users. Five minutes of fame on the internet, yes. Positive kudos from their peers, yes. A pat of the back and a meeting with some senior marketing executive, yes. Better rates on the companies products, no.
But maybe I'm getting too old and cynical. Definitely worth a read, especially all those trying to figure out this 'Enterprise 2.0' thing.
