Enterprise 2.0 - Marketing Leadership

Jim McGee writes an excellent post on Enterprise2.0 and The Problem of Emergence. He closes his post with a comment about messiness and the need to learn as we go. That’s why in my view the explosion of social media content is creating an opportunity for Marketers to bring the outside-in and help to reinvent the organization in the process. Conversations will create Enterprise 2.0. Stories and successes will lead to adoption. Jim’s right… you won’t get to Enterprise 2.0 without the Marketing team on board.

McGee’s Musings : The problem of emergence

Enterprise 2.0 efforts within organizations also need a marketing plan to accompany their implementation plans. ……..Is a marketing plan, by itself, sufficient to allow the other aspects of an Enterprise 2.0 implementation to emerge from use? Appropriate scaffolding and careful seeding of content will prove more useful. A complete taxonomy, for example, may overwhelm a small set of potential early adopters. On the other hand, an empty tagging system will prove too much of a blank slate for users more accustomed to the structures of conventional systems.

Supporters and early adopters will also benefit from coaching and mentoring on how to use selected technologies to accomplish their goals. This coaching would focus on working out strategies for how to use the technology to accomplish specific business and organizational goals.