I have noticed two overarching thoughts in those that ask for E2.0 in their organization / community:
1) They know what they want, but are not exactly sure WHY they want it. They say “we want a blog” but when asked why, they can’t quite articulate that. Sure, they may say that “we want to get information out” but they are not clear on to whom this information will go, or what the information will be or who will write it or how it is different than the purpose of an email.
2) They want to use different tools but not change the way they do things. This is like doing dishes by hand, buying a dishwasher and then still doing them by hand before putting them in the dishwasher.
There WILL be trade offs. One of the major trade offs is that E2.0 is participatory. This leaves the option to participate in their hands, not yours. Organizations too often try to force participation (or in a certain way) and what do they get? Either half-hearted participation or the illusion of participation.
Instead, allow them to participate where and when they feel it will be of most benefit. They will feel empowered and trusted and will be MUCH more effective.
