MKTG 4560 Chapter Notes -Web 2.0, Cognitive Surplus
7 Oct 2014
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Document Summary
Many organizations want to harness web 2. 0 internally. Web 2. 0 could be a way to unlock participation. Unless a number of success factors are present, web 2. 0 efforts often fail to. Execs who are suspicious/uncomfortable with changes/risks often call off efforts; launch or to reach expected heights of usage others fail because managers simply don"t know how to encourage the type of participation that will produce meaningful results. Web 2. 0 covers a range of technologies including: blogs, wikis, podcasts, New technologies constantly appear as the internet continues to evolve. Cognitive surplus underused human potential; could be tapped by participatory tools. Despite early frustrations committed to capturing the collaborative benefits of. To help companies navigate the web 2. 0 landscape, we"ve identified 6 critical factors that determine the outcome of efforts to implement these technologies frontline staffers: the transformation to a bottom-up culture needs help from top. Participatory technologies are founded upon bottom-up involvement from.
