Going Mainstream: A Road Map for Success in the New World of Internet Interaction

Successfully adopting and benefiting from Web 2.0 tools can't be reduced to a single step-by-step recipe; there are too many variables, and appropriate actions depend critically on both the goals of the effort and the characteristics of the organization. In this chapter Andrew McAfee presents guidelines and advice-a road map-to help leaders deploy the new social software tools successfully, stressing simple actions that leaders can take to increase the depth and breadth of their organizations' participation in the new digital environments for solid business results. The author presents the six key activities-deploying appropriate emergent social software platforms (ESSPs); preparing realistically; educating and evangelizing; moving ESSPs into the everyday workflow; measuring results; and developing meaningful incentives-that can make the transition both smooth and rewarding. This chapter was originally published as Chapter 7 of "Enterprise 2.0: New Collaborative Tools for Your Organization's Toughest Challenges."