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Jan

2010

Web 2.0, Human Nature, and Philosophy

"Is Web 2.0, despite all the hype, really just a crock?

It’s a question that, ironically, is the subject of heated debate at the moment. The irony is that Web 2.0 is a lucrative “sweet spot” in an otherwise traumatized global economy and battered business environment.

Web 2.0 is undeniably hot. Just Google “Web 2.0” or check Amazon for the plethora of books on the subject (including one by me, and another forthcoming). Walk into any luxury hotel lobby these days and you’ll likely bump into a self-proclaimed Web 2.0 guru.

Maybe that’s the problem. Critics claim that Web 2.0 is an over-hyped flavor-of-the-month techno trend that has flung open the gates to a stampede of management evangelists and marketing hucksters flogging their Kool-Aid. Web 2.0 recipes, say critics, are big on marketing nostrums but short on measureable results. In short, where’s the beef?"

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enterprise2.0 evangelization guru marketing2.0 government2.0 government marketing web2.0 culture language change bureaucracy hierarchy

Marketing 2.0

This group was early to rush into the Web 2.0 space, mainly due to the Web’s powerful impact on advertising industry dynamics. Marketing & PR professional had to get their heads around Web 2.0 – and fast. The stakes were too high for inaction.
Enterprise 2.0 evangelists are confronted with the daunting task of transforming rigid organizational structures and hierarchies. They are essentially in the business of “change management”. That’s a lot harder than concocting videos for viral branding campaigns on YouTube.
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- The key words in the Enterprise 2.0 school are collaboration, innovation, information and a host of alphabet soup anagrams like ERP, BPM, ECM, and KM.
- n sum, we can say that Enterprise 2.0 is largely focused on strategies for internally oriented approaches towards managing employees inside organizations and communicating with business partners. The goals of these strategies are essentially medium-term — on the five-year horizon.
- We can conclude, therefore, that Web 2.0 evangelists are philosophical optimists who believe in the human capacity to act rationally and collaborate to achieve common goals. Web 2.0 doubters, by contrast, are philosophical pessimists who believe that man’s selfish nature and unblinking pursuit of his own interests at the expense of others will always thwart any effort inside organizations to foster a culture of sharing and collaboration.
- This is particularly the case in Latin countries like France, where a rigidly bureaucratic culture and abstracted notion of authority are fundamentally hostile to Web 2.0’s horizontal social architecture and collaborative values. Also, France’s intellectual tradition emphasizes abstract logic over pragmatic considerations – not a propitious environment for Web 2.0.