Why has everything gone ‘2.0’?

8 July, 2008 at 10:41 am 3 comments

Every day I encounter something else that has gone ‘2.0’. We’ve got web 2.0, enterprise 2.0., library 2.0, recruitment 2.0, marketing 2.0, learning 2.0, journalism 2.0 and that’s just the handful I can think of off the top of my head. The question is, why should you care about yet another techno revolution?

The answer is not because your Gen Y staff will expect to be in a Workplace 2.0. It is because behind every ‘2.0’ initiative is a group of people with ideas, passion, motivation and enthusiasm.

Let’s look at another term often used to describe Web 2.0 tools; ‘Social Media’. I believe this term is a little more appropriate as it describes the heart of the 2.0 revolution. It’s is about people and behaviour far more than technology. This from Social Media and Enterprise 2.0 strategist Ross Dawson:

“successful Web 2.0 initiatives in organizations are fundamentally about shifting attitudes and behaviours. Collaboration increasingly drives value creation in organizations, but for that technology is only an enabler.”

The last few words here are the key point to keep in mind when thinking about everything 2.0, ‘technology is only an enabler’. Over the next couple of weeks I am going to look at a few of the key 2.0 tools and trends. I’ll tell you what they are, how they work and most importantly why they are worth your attention.

To kick things off check out this video which I think does a great job of describing what web 2.0 (or Social Media) is all about.


Entry filed under: Mick Leyden, Web2.0. Tags: , .

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3 Comments Add your own

  • 1. Andrew Mitchell  |  8 July, 2008 at 11:47 am


    Thanks for the video. I hadn’t seen that one before but I think it provides some of the essence of what Web 2.0 is about. My interest is in Enterprise 2.0. Also known as SMIF (Social Media Inside the Firewall).

    How would you characterise the differences between where social media is used to connect with customers vs its use within an organisation?

    Good to have you on board helping out Dr Manning!


  • 2. Mick Leyden  |  8 July, 2008 at 2:20 pm

    Thanks for stopping by Andrew,

    That’s an interesting question, one that I have noticed is being discussed more and more. It is easy to lump the many applications of Web2.0 tools into one pile and assume they are the same or require the same skill set to implement and manage. Susan Scrupski postedon this topic recently. I think she does a pretty good job of providing a general framework around the boundaries between social media and Enterprise 2.0.

    I think Susan’s final words on Enterprise 2.0 summarise what it is all about nicely, “delivering a business value via 2.0 technologies.”

    Enterprise 2.0 is still about people, but it is about people enhancing the way they work inside the firewall by using Web2.0 tools to collaborate and connect and share with other people within the same company.


  • 3. Chris Manning  |  13 July, 2008 at 9:59 pm

    Hi Andrew and MIck

    I am involved currenlty with some really interesting work with the use of wiki-based medila in organisations. I am very confident that these technologies will really take off (and are doing so at the moment) as a way of information and value-adding to information (e.g., relevance ratings, tagging, voting, etc.) at all levels of the organisation.

    While there is an argument around the traps around structure V autopoesis (self-structuring and growth), I think the challenge will be able to lucidly create flows across the various domains with a business. The risk is that “pockets” or coagulations or knowledge may exist in a form that is difficult to generalise to the greater community. The viral growth of these systems seems to be pointing back to the need for an integrated business-technology approach to solving “knowledge flow” problems across the enterprise. I would also contend that business analytics will be very useful in informing the meaning of knowledge across domains and perhaps go some way to providing a translatory path via clustering and other such associations.

    I get a little more excited about this media than any other I have seen in the “KM” technology space. My excitement is based on the user-centric nature of the systems – people can adapt the interface to suit their requirements. The other big sell is the integrative “platform” approach many of these products provide to users. These platforms are very flexible and can cope with a wide variety of information inputs.




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