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| 04 | 2007 |
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| Web 2.0: The Next Level in Communication |
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Web 2.0 is not the next version of the Web, but it is the next level in the evolution of the internet as a communication platform. Email, personal web pages, web photo galleries and other forms of online publishing are quickly being replaced by a variety of collaborative technologies. The result is the ability to engage groups of users to share, network, discuss, interact and participate in mass collaboration and authoring.
The O’Reilly Network, who originally coined the term “Web 2.0,” clarify it with a ‘who’s out, who’s in’ list:
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Out
DoubleClick
Ofoto
Britannica Online
Evite
Personal websites
Publishing
Stickiness
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In
Google AdSense
Flickr
Wikipedia
Upcoming.org
Blogging
Participation
Syndication
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This transition to forms of group collaboration have materialized into the latest applications and software trends – blogs, wikis, forums, podcasts, RSS, social networking and others. These types of utilities differ from traditional methods like email and static sites by enabling the information to be organized, categorized, searched, and in some cases, like wikis, edited, and then spit out in dynamic bite-size pieces using Really Simple Syndication (RSS).
While the perceptions of data-driven collaborative technologies may still be rooted in visions of teenagers on MySpace, bloggers rambling about the meaning of life, or forums posting warnings about the latest web scams they were lured into, the potential benefits of Web 2.0 applications and software have caught the eye of the corporate world. Companies are beginning to realize the benefits of wikis for projects, or blogs for communication – they can reduce the amount of time employees spend responding to email, simplify group project participation and development, reduce costs for global communication, and even act as a marketing tool. “As organizations attempt to coordinate dispersed groups around the world, they’re adopting blogs, wikis, and other collaborative communication software to make messaging manageable. E-mail apps often have limited searching, sorting, filtering, and customizing features, as well as list-oriented interfaces that become unwieldy under large loads. But group collaboration software gives users more control and better tools for defining how incoming information gets processed and presented,” touts a recent Information Week article.
Wikis and blogs are becoming the corporate mainstream for brainstorming, project tracking and collaboration. Groups, especially those spread across the country or the world, can post, view and track the progress of their projects in one place without the disorganization and chaos of multiple people receiving a full inbox of emails to sift through daily. In addition, with the data contained in one central place, information can be easily searched and categorized. Unlike email, attachments are also searchable, linkable and indexed. Some companies have even begun utilizing wikis and blogs for disbursement of company news, events, meetings and posting policies and other documentation.
Despite the obvious advantages that Web 2.0 has to offer the corporate world, there are always underlying concerns with the development and deployment of any new technology, particularly when it means your ideas and opinions becoming viewable to the masses. One concern with wikis, which enable content to be added, edited and removed, is that your work can be seen and modified by co-workers throughout the company. Employees also express concerns when it comes to having open and frank discussions on the company blog regarding projects, fearing they will be reprimanded for honest feedback if it is anything less than positive and supportive. Companies with public blogs have additional security concerns, fearing that employees will disclose sensitive company information.
Many of these issues are easily resolved, though, with the proper training and by establishing a set of guidelines for the use and disclosure of information on company blogs, wikis, forums or other collaborative tools. Organizations already taking advantage of the Web 2.0 technologies are finding that the benefits far outweigh any concerns. These tools provide an online arena for the exchange of ideas that are unmatched by meetings, conference calls and emails.
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About The Brookfield Group
The Brookfield Group has become a leader in IT, ISP, ASP and web solutions by providing next level technology solutions managed by experts who give you peace of mind without the tech-talk. The company's services are customized to fit any enterprise-size businesses and include: IT project management; hosting solutions and maintenance; systems security and patches; telecommunications services, server and desktop setup, repair and applications; network infrastructure design; audio visual products; surveillance and security solutions; as well as a variety of other software, hardware, services and accessories. Located in Carmel, Indiana, more information about The Brookfield Group products and services is available at www.thebrookfieldgroup.com or by calling 317.524.6000.
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