By Nathan Rudyk

Web 1.0 opened up the enterprise by allowing workers to access previously untapped pockets of information via browser-based knowledge management systems, email and portals. All well and good. What about Web 2.0?

Bambi Francisco nails the coming impact of Web 2.0 on the workplace in her MarketWatch column today.

She heard a college student on the radio explain how getting his ideas across naturally involves blogging and using YouTube for viral marketing:


"I imagine that this college student's future corporate life will be as Web 2.0 as his consumer life is now - an egalitarian world in which everyone contributes, opines, votes, connects, shares and collaborates instantly.


For instance, by the time he starts receiving corporate memos, he may feel it's his right to immediately post a comment or edit every one he reads, even if it's an internal memo to employees from his CEO. He may also think that he has a say in voting on whether the memo should receive a thumbs up or thumbs down. Imagine a note to employees from future CEOs with links at the bottom that says "comments" and "ratings," and, dare I say, "edit." Talk about making higher-ups feel accountable ..."


She goes on to say that "corporate America is not as egalitarian as MySpace and Wikipedia" and predicts conflict as the social media-enabled student and his friends run up against the way things are. But not for long. If Web 1.0 evolved enterprise culture, Web 2.0's going to utterly transform it.

One point Bambi doesn't make is that he who has the talent holds the enterprise communication cards. That college student and his friends are entering what IBM estimates will be a 2.2 million person talent shortage by 2010, just in IT-related professions!

All I can say to that college student is "Blog on Dude!" Armed with a collaborative, egalitarian mindset shaped by Web 2.0, you and your contemporaries are going reshape the world of work like no generation before you.

(Nathan Rudyk is President of market2world communications inc., Canada's Web 2.0 tech product launch and public relations agency, and founder of Ottawa's tech business podcast)