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Making Web 2.0 Work in Large Enterprises

“Six ways to make Web 2.0 work” in the McKinsey Quarterly claims that Web 2.0 efforts within enterprises (blogs, wikis, podcasts, information tagging, prediction markets, and social networks) are likely to fail unless–

1) Senior executives become role models and lead through informal channels, for example the CEO starting a blog

This only works if there exist senior leaders who get it and can make a contribution through Web 2.0 channels that employees recognize as genuine and distinct from existing channels of communication. It comes down to the issue of…