A date stamp is an implicit social contractNew social technologies such as blogs have a permalink that embeds a date stamp in a blog entry. The date stamp represents an implicit commitment to update with new information as it emerges. It is very easy to start publishing a blog. The harder part is the commitment to keep publishing entries on a regular basis. Other new generation tools such as the Wiki have a similar social commitment through the provision of an edit button. This enables the users to participate in the creation and ongoing evolution of the site and its content. Blogs and Wikis have an important role in creating community and team comraderie. IM and email conversations are transient. They can disappear with the push of the delete key. Blogs and Wikis provide persistence. They also give control back to the consumer of information. Whereas the email author currently controls when you receive a communication a publication to a blog can be consumed by the reader in their own time. They decide when it is relevant. Another interesting point that was made was in taking a look at some of the technology products that people love. The best known examples of these products are:
Can companies hold back the tide of Web 2.0 technologies?The expected 7,000-10,000 attendees to the Web 2.0 Expo indicates that Web 2.0 is going mainstream. These technologies are in every day use outside the company walls. Our kids are familiar and comfortable with the technologies as is the new entrants in to the workforce. The shift is real. Control is being ceded to the user and consumer. Corporations are no longer in total control. If they don't want to participate that is their choice but they have to be aware that it will not stop the conversations. If an organization wants to be viewed positively by their customers they need to join the conversation. The web is live, it is dynamic and it is in the hands of the user. It is decentralized and increasingly democratized. A single person has the power to publish and with the power to publish they have the power to influence. These new Web 2.0 technologies offer the opportunity for an organization to build meaningful relationships with their customers. Jerry Michalski in his book the Relationship Economy made an important point: Transactions are the by-products of healthy relationships. The global economy is shifting from a mass media, consumer mass-marketing model to one that is far more emergent and decentralized. The involuntary loyalty of "sticky" services is falling victim to the far preferable voluntary loyalty won through responsiveness, quality, excellent service, reliability and trustworthiness. Sometimes, transactions don't matter. Corporations can't bury their heads in the sand. They have to take part and engage the customer. Committed customers want to contribute. Committed team members want to contribute. Give them the tools and get out of the way.
Sticking the corporate toe in the poolWeb 2.0 technoligies come in a number of flavors. The typical tool kit consists of:
- Social networks
- Email lists