The Neglected Human Element in Web 2.0

Most of the talk around "Web 2.0" rarely touches on the human element. There is lots of rhetoric about the promise and potential of emerging social / collaborative technologies, but no one connects these as tools that enable human processes / practices. There seems to be an underlying assumption of "build it and they will come" or "give the group these technologies and magic will happen."

I think this is a problematic and potentially costly assumption.

Example. Wiki technology enables a group of people to jointly create and edit a document, track who made what changes, and have a related on-line discussion about the document/content. A much more productive tool than using only Microsoft word and those ugly revision marks.

But without common purpose and motivation to contribute, the required skills and knowledge to contribute, agreement to basic ground rules and processes, clear decision making around what content stays and what goes, and a transparent, agreed to arbitration process in the case of irreconcilable conflict -- all the basic things guide group work even in the absence of technology - the tool in and of itself is ineffective and desired outcomes will not be reached.

Related to this idea is that the word "collaboration" has become a generic term to refer to ANY form of interaction between individuals and groups. Yet there are multiple forms, including consulting (asking for input), co-operating, coordinating.

In each one the motivation, process and outcomes are different than real collaboration, which can be defined as exchanging information for mutual benefit, and altering activities, sharing resources, and enhancing the capacity of another to achieve a commonly agreed to outcome through an agreed to process.

Common, explicit understanding and agreement about the outcome / goal, and HOW a group will interact together is important for establishing roles/responsibilities and rules to govern the interaction, and the choice of technology or tool.

I think when "collaboration" is used generically it leads to multiple interpretations and assumptions, which causes breakdown in processes/practices and prevents groups from achieving their potential.

Adding technology in the mix only multiplies the risks.