For a number of years now, Forrester has used the following definition for Web 2.0:
A set of technologies and applications that enable efficient interaction among people, content and data in support of collectively fostering new businesses, technology offerings, and social structures.
For many Content and Collaboration Professionals (C&C Pros), the first half of this definition looks very familiar. Providing knowledge worker with better access to information and co-workers along with communication tools has been the primary goal since collaboration tools began to seriously penetrate the enterprise 20 years ago.
Now the second half of the definition "in support of collectively fostering new businesses, technology offerings and social structures" is a bit different. This maps to some potentially broad and strategic organizational goals. This is at the core Enterprise Social Media. And Enterprise Social is here. Smart C&C Pros have already begun to take a leadership position in guiding their organization down this path that could be game changer, albeit one that is fraught with challenges.
Here's the challenge: As collaboration moves from being document-centric to more people-centric, the rules change. "Need to know" becomes "need to share". This can be scary, particularly for folks in HR that are concerned with privacy, legal folks that are thinking of intellectual capital, compliance, and the list goes on. Let's not even bring up the word WikiLeaks for heaven's sake. You get the picture.