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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.

FEBRUARY 2009 • Michael Chui, Andy Miller, and Roger P. Roberts

Source: Business Technology Office

Organization, Change Management article, Six ways Web 2.0 work

Technologies known collectively as Web 2.0 have spread widely among consumers over the past five years. Social-networking Web sites, such as Facebook and MySpace, now attract more than 100 million visitors a month. As the popularity of Web 2.0 has grown, companies have noted the intense consumer engagement and creativity surrounding these technologies. Many organizations, keen to harness Web 2.0 internally, are experimenting with the tools or deploying them on a trial basis.

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	Twitter responses from our readers After “Six ways to make Web 2.0 work” was posted, we wanted to encourage Twitter users to continue the conversation. Twitter allows individuals to broadcast 140-character posts to a loosely connected community of followers. Within a few days, over 300 posts used the #web2.0work hashtag¹ we established to monitor conversations and respond to the stream of opinions surrounding the article. The tweets² came in several varieties. Many respondents simply reported that we had posted the article and offered a shortened URL back to the piece on mckinseyquarterly.com. Others, however, went further, commenting on the findings of the article and sharing how they have been integrating some of the “six ways” precepts into their own Web 2.0 processes.