Making Web 2.0 Work for your Company

This article describes the six ways for management to gain participation in the Web 2.0 initiatives (which in turn, increase their "eLearning 2.0" results):

http://www.mckinseyquarterly.com/Six_ways_to_make_Web_20_work_2294

In summary:
1.The transformation to a bottom-up culture needs help from the top. Even though it may start grassroots, someone up top has to do some watering to bless the activity, even becoming a role model in its usage.

2. The best uses come from users—but they require help to scale. People will use tools the way they want to use the tools, and it may not be predictable. Management shouldn't dictate usage, but support expanded usage and see where it leads.

3. What’s in the workflow is what gets used. Social tools and technologies have the highest chance of success when incorporated into a user’s daily workflow, and not "another" to do item.

4. Appeal to the participants’ egos and needs—not just their wallets. Appeal to the Web’s ethos and the participants’ desire for recognition. Gen X'ers and younger want to contribute and be acknowledged for their contributions - not forced to participate as part of the performance metrics.

5. The right solution comes from the right participants. Select users who help drive a self-sustaining effort (often enthusiastic early technology adopters who have rich personal networks and will thus share knowledge and exchange ideas).

6. Balance the top-down and self-management of risk. Maintain the right balance of freedom and control. Work with the legal, HR, and IT security functions to establish reasonable policies, such as prohibiting anonymous posting.