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December 20, 2010


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Great post Bill.

My question is to what extent this might be a symptom, rather than a cause.

I am fortunate to meet a high number of very disparate companies that are all interested for some reason in the opportunities offered by such technology sets.

I just wonder if collaborative technologies really create such margins, or high margin companies behave in certain ways - one of which is an increased tendency to think in this way and so to embrace 2.0 ?


bill  Ives


You raise a very good point. This is not a controlled experiment and thus the results are a biased sample. Companies were not randomly assigned to either using the tools or not so it may simply be that high margin companies are more likely to use the more advanced tools and use them more effectively. Thanks for pointing this out. Bill

Rooven Pakkiri

The key thing evidenced here is that we are rapidly approaching the tipping point for Collaboration platforms. Like all other transformative technologies, some companies will benefit more than others - that's not really the point. The point is that soon there will be mass business adoption and that very mass will drive even greater efficiency and innovation.

Courtney Hunt

I shared the following comment on the article, but it hasn't been posted yet:

I am encouraged by the study's findings, and ...very much appreciate McKinsey's longitudinal research on the impact of 2.0 technologies on organizations. As some of the other commenters have noted, however, these results should be viewed with some caution, for several reasons:

1. All of the data - including financial and market performance - were self reported.

2. Correlation is not the same causation, and there may be a chicken/egg phenomenon here. Does employing 2.0 technologies make an organization more effective, or are more effective organizations more likely to see the benefits of and adopt 2.0 technologies?

3. The sample is still predominated by "developing" organizations - 79% of the 2174 respondents included in Exhibit 2, for example! Comparing a group of that size with one of only 76 (the fully networked) is probably a major contributor to the relatively low correlation coefficients (and weak p values) in Exhibit 3.

It appears that we're headed in the right direction, and I'm optimistic about 2011 and beyond, but we still have a long way to go.

I look forward to next year's report.

Courtney Hunt
Founder, Social Media in Organizations (SMinOrgs) Community

bill  Ives

Courtney and Roveen Thanks for your comments. Courtney you raised some very important cautions. As a former academic researcher i certainly agree with them. Bill

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