By Jennifer Noxon

In the very way that Web 2.0 tools are designed to encourage knowledge sharing, interaction and involvement – so must be the approach delivered by the powers that be who set policies in place.

In the results of an Information Week survey of 250 business technology pros,

J. Nicholas Hoover states that 32% of the respondents “describe their Web 2.0 strategies as fully engaged” while “more than half…are either skeptical about tools such as blogs, wikis, and online social networks, or they're willing but wary of adopting them”. In addition, for 8 of the 13 tools asked about in the survey, at least 20% of companies said they’ve made the tools available but they're hardly used.

How come? Andrew McAfee, Associate Professor at Harvard School of Business provides one theory that makes a lot of sense. He believes one successful strategy for introducing Web. 2.O tools “lies at the intersection of coaching, leading by example, and policy-setting” and cites a couple of useful examples.

In the learning process, most people are willing to adopt a new tool if its impact on their situation is positive and meaningful. As well, new information has to be delivered in manageable chunks. Steve Ellis of Wells Fargo says the tools will matter and get adopted only if they're delivering information people need.

As Andrew McAfee states, “The right way to foster adherence to Enterprise 2.0 policies is not by yelling at those who fall behind, but by nudging them a bit and reminding them why it's important to comply. And leading by example, of course, is an unparalleled way to build credibility.”

(Jennifer Noxon is a Communications Strategist with market2world communications inc. , Canada's Web 2.0 tech product launch and public relations agency.)

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