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Corporations Like Web 2.0 But Not Blogs. They're Afraid Of Their Own People.


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April 03, 2007

Corporations Like Web 2.0 But Not Blogs. They're Afraid Of Their Own People.

Bruce Nussbaum

McKinsey is out with a Global Survey that shows business execs love user-driven collaboration, especially peer-to-peer networking, web services, social networking, podcasts, wikis and RSS feeds. But execs do not like blogs very much. They say they do but they aren't investing in blogs.

Only 16% of the companies surveyed said they were investing in blogs, compared to 63% for web services, 28% for peer-to-peer networks, and 19% for social networks.

78% identified web services as the Web 2.0 technology/tool most important their their business.

McKinsey doesn't try to analyze why execs aren't investing in blogs as a Web 2.0 tool but I will venture to suggest that most managers are afraid of blogs. Very few blog themselves and when they do, it runs through the marketing or PR departments. Managers in general still worry about loss of control with blogs. Letting their employees and consumers into the conversatohn and allowing them their say frightens them.

That's a huge mistake. Check out Jeff Jarvis' post about Dell. He and Dell got into quite a pushing match some time about about his terrible experience with a Dell laptop. He triggered a major rehaul at Dell that included building blogs and consumer conversation sites that helped the company remake itself and its reputation.

The great challenge to companies these days is to learn how to let consumers in, how to open a conversation with them that is honest and real. It looks like lots of managers have yet to get that signal. Wait until they get their own Dell Hell.

11:08 PM

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Listed below are links to weblogs that reference Corporations Like Web 2.0 But Not Blogs. They're Afraid Of Their Own People.:

McKinsey on how businesses are embracing Web 2.0. But why are they afraid of blogs? from Putting people first

McKinsey is out with a Global Survey that shows business execs love user-driven collaboration, especially peer-to-peer networking, web services, social networking, podcasts, wikis and RSS feeds. But execs do not like blogs very much.

“The ris... [Read More]

Tracked on April 5, 2007 01:47 PM

Corporations Like Web 2.0 But Not Blogs from eGovernment Unit

A survey carried out by McKinsey and Company shows that business execs love user-driven collaboration, especially peer-to-peer networking, web services, social networking, podcasts, wikis and RSS feeds. But only 16% of the companies surveyed said they ... [Read More]

Tracked on April 6, 2007 09:07 AM

McKinsey Reports Businesses Loving Web 2.0… Except Blogs from ExperienceCurve

Putting People First blog just posted about a survey that strategy consultancy McKinsey just conducted with executives about web 2.0 technologies and found significant interest and support, but they still shy away from blogs:

Only 16% of the companies... [Read More]

Tracked on April 6, 2007 09:50 PM

"The great challenge to companies these days is to learn how to let consumers in, how to open a conversation with them that is honest and real. It looks like lots of managers have yet to get that signal."

Uncertainty paralyzes. Companies aren't used to letting their customers have a say in how their marketing message is shaped and formed. Not many are in a hurry to be the first to try sharing control. The ones that are strong enough to brave the uncertainty are the ones that will win. Thanks for a great post/wakeup call.

Posted by: Mack Collier at April 11, 2007 03:15 AM


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