Using social software to collaborate and connect

"The good and bad Of Web 2.0 tools", By J. Nicholas, IT News

It once bet its collaboration strategy on Microsoft tools. It's expanded to consider more Web 2.0 tools, but getting them implemented and used is far from easy.

Ever since A.G. Lafley be-came CEO of Procter & Gamble in 2000, he has pushed employees to improve how they collaborate with one another and with partners in order to develop new products faster. With a supportive CEO and today's myriad Web 2.0 options, what possible problems could face Joe Schueller, who's driving P&G's adoption of new collaboration tools? How about e-mail, which Schueller describes as the biggest barrier to employee use of more interactive and effective tools.

I blogged about the "The First Principle of Social Web Apps". It goes like this... "For each ‘complete' user interaction ... the user must perceive they have received more value than the energy (and attention) expended to complete the task."

So, how do you compete against email when it is soooooooo dam easy to broardcast a message to select users? In my mind this is easy since the tools in social software provide contextual dynamics for broadcasting a message. Think about it. A blog post can be targeted to selected users, tagged, linked, promoted as well as support threaded comments.