Wikinomics, written by Tapscott and Williams, is a
fascinating, quick read which provides insight into the way mass collaboration
via online social networking has transformed the world of business. Each chapter focuses on a different industry,
illustrating how wikis, blogs, social networks and other Web 2.0 technologies
have influenced today’s business leaders.
Examples described in the book include how mass collaboration has fueled
the development of Proctor and Gamble’s new view on R&D, the Human Genome
Project’s advancements in science and IBM’s acceptance of Linux.
Essentially, the authors assert that with the development of
Web 2.0 technologies, old business models that say intellectual property must
be kept locked behind company walls are no longer valid. Companies need not depend solely on their
internal staff for the best ideas; rather they can now access unlimited
information and ideas from around the world using Wikipedia, Facebook, and
YouTube. New
business models are
continually being developed as new Web 2.0 technologies are introduced,
and organizational leaders must use these to their advantage or be left
behind.
From the perspective of someone working in the non-profit
sector, utilizing mass collaboration via the internet should be no different
from the corporate world particularly given that web 2.0 technologies are extremely
cost-efficient. At little to no cost to
the organization, an online group between organizations with similar missions
can be easily created, enabling collaboration in ways not otherwise
possible. Alternatively, joining a social networking community by establishing a Facebook page for your organization can help
maintain connection with your constituency, recruit volunteers for your
programs or increase public awareness of your work, in effect gaining broader
support for your mission.
In a time when technology is rapidly
changing, it is
critical for the non-profit sector to stay informed about Web 2.0 and
to apply these technologies and modes of collaborative work towards the
critical problems that nonprofits are established to address.
Wikinomics provides simple, interesting and enjoyable way of learning
how to leverage 2.0 for impact.
