Six ways to make Web 2.0 work------the reflection on a recommended article

Recently, I have read an article about web 2.0 on Mckinsy Quarterly.

-----Six ways to make Web 2.0 work

-------- Web 2.0 tools present a vast array of opportunities for companies that know how to use them.



Generally speaking, I think this article provides a clear picture about the utilization of web 2.0 in business settings from the strategic level. It analyzes the obstacles of the application of web 2.0 and provides six strategies to solve these problems.



1. the transformation to a bottom-up culture needs help from the top.

2. The best uses come from users-but they require help to scale.

3. What is in the workflow is what gets used.

4. Appeal to the participants' egos and needs-not just their wallets.

5. The right solution comes from the right participants.

6. Balance the top-down and self-management of risk.





Among these strategies, I personnally think number three is the most interested issue. Truely, lots of companies will require the employees to endeavor extra efforts during the implementing period of new technologies or approaches. In these cases, initially, employees will present their enthusiasms. They will immerse themselves into the new tech and even sacrifice their breaking time to experiment it. However, with the proceeding of the new tech, their enthusiasm will fade away. They are sick of performing the routine jobs plus extra work. Hence, their performance on both routine jobs and the new tech will be negatively influenced. In order to solve this dilemma, companies should insert the new tech into the existing workflow. In another word, the company should redesign the jobs and make the new tech televant to how employees actually do their jobs.



This article provides both negative and positive cases in the application. I like the writing style of the author. Hence, recommend the article to all of you who are interested in web 2.0 and the application of web 2.0 in business settings.