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Enterprise 2.0: How to Manage Social Technologies to Transform Your Organization by Andrew McAfee

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6

Red Herrings and Long Hauls

What Is, and Isn’t, Difficult About Adoptingthe New Tools and Approaches

This chapter looks at the principal challenges of Enterprise 2.0, the main obstacles to an organization’s successful deployment of emergent social software platforms (ESSPs). I have noticed an interesting pattern: before an organization begins an Enterprise 2.0 effort, its leaders typically have a consistent set of concerns about the negative things that could happen. But most of these are not real or serious risks—I call these red herrings.

After an organization begins to deploy ESSPs, its leaders’ concerns often shift to one simple issue: How can we go faster? They are often surprised by the fact that Enterprise 2.0 is a long haul and puzzled ...

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