1. Direct Control Lessens as Social
Technology Increases
Control Influence
News groups * Forums* Blogs * Wikis * Pod Casting * Social Networks * Mobile Devices * Next?
Internet Ethernet Web 1.0 Web 2.0 Enterprise 2.0* Web 3.0
1973 1991 1999 2006
Time
*Enterprise 2.0 Andrew McAfee *Search * Links * Authoring * Tags * Extensions * Signals
NOTE: Potential to “control” is individual and complex. Variables include place in the organizational hierarchy,
closeness to the enterprise's edge, an individual’s role and relationship building skills.
Graphic updated from Ambrozek J. & Axelrod V.G. 2007