The McKinsey Quarterly’s August 2007 article “How companies can make the most of user-generated content” highlights strategies executives can employ when promoting the use of blogs and wikis within their own companies. Some examples:
Find out what inspires or motivates people to participate in online collaborative technologies
Identify thought leaders or well-connected people in your company and promote their participation
Make collaboration fun (e.g., online betting, rotation program)
Build tools within the blogs and wikis that let users share content easily
Develop clear and enforceable guidelines to prohibit unethical or illegal behavior
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