Chapter 8
Crowdsourcing
Community-Powered Workforces
The notion of the Internet as the leading medium for self-expression and creativity certainly is no longer novel. Social media have shown that online services can tap into a wellspring of global innovation and change industry dynamics. As social business begins to show how innovative work can blur boundaries between organizations and customers on one side and business partners on the other, traditional businesses have found ways to use this shift to their advantage.
It's not an accident that some of the largest and most widely used online sites are Google, Facebook, YouTube, and Wikipedia.1 The vast majority of all content on the last three services is entirely user generated, while the first, ...
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