Identifying Web 2.0 Collaborative Opportunities

How can government and nonprofit leaders harness the new Web to actively engage staff, customers, and other stakeholders? First, leaders need to know what they’re getting into. If you’re going to use the new Web effectively, it’s important to reflect on the implications of the norms that govern its use. For instance, given that contribution counts for more than credentials on the new Web, it’s expertise, information sharing, and selfless behavior that attracts support, not formal power and degrees. That will be a challenge to both managers and technical experts who are used to calling the shots. Related to that, some organizational values will be tested. When one’s formal authority means far ...

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