Communities are not something that can be built and then ignored. They need to be nurtured and managed. This point could not be stressed enough.

I was just reading a great article – Six ways to make Web 2.0 work located in McKinsey Quarterly and wanted to point out this quote:

“….Web 2.0 technologies are interactive and require users to generate new information and content or to edit the work of other participants.”

This is a new area of participation for most people. Some have adopted, while others are just coming in for the 1st time. Guidance is needed.

Now whether you have an internal community focused on employees, or an open community focused on the general public (consumers), you should have a concern over the types of behavior and content that is going to be posted. Internal communities are likely more concerned with employee behavior and information that may be posted which may be sensitive and not appropriate to share in an open forum (the leaking of information).
Open communities are more concerned with what is being posted within the community and how it reflects on their brand. What are members saying about their product(s),their competition, and compiling that feedback, what is their mood?

The fact of the matter is that many companies are concerned with their “Web 2.0” efforts and if/when they will succeed. I have said this in the past, and will say it again, if you build it, they will come but if you do not have the proper strategy, tools and managament/moderation in place, they will not stay. There are not many partners out there that can offer this end-to-end solution. Luckily we here at Mzinga can 😉

What concerns have you come across in your fields and discussed in the past with others thinking about “Web 2.0” solutions? I know that there are plenty out there…..

As always, thanks for reading


Note: Cross-posted at