Wikis, Weblogs and RSS: What Does the New Internet Mean for Business?

Corporations need to master a new vocabulary with terms such as Wikis (software that allows anyone to update and edit web pages instantly and democratically); Weblogs (online journals more commonly known as blogs); and RSS (really simple syndication) feeds, which distribute content from the Internet.

By No Analyst or Consultant

June 23, 2005 — CSO —

The Internet may be entering a new phase that will decentralize control inside companies, enable employees to collaborate more easily, and drive efficiency. But corporations that want to use the web strategically to build corporate value will not just need to make radical cultural changes, they may also need to master a new vocabulary with terms such as Wikis (software that allows anyone to update and edit web pages instantly and democratically); Weblogs (online journals more commonly known as blogs); and RSS (really simple syndication) feeds, which distribute content from the Internet.

Arcane as these terms may sound to anyone but the initiated, the technology behind them is hardly fancy. Wikis, blogs and RSS feeds are relatively simple tools that will have a huge impact on the way peopleand companiescommunicate and do business. So how is the Internet changing? How can companies seek to understand the technological effects of these changes? And what cultural adaptations should companies make to capture value from these new tools?

Kevin Werbach, a Wharton professor of legal studies and business ethics, discussed such questions with three experts who will be speaking at the Supernova 2005 conference later this month in San Francisco. Philip Evans is a senior vice president at Boston Consulting Group, known for his work on information technology and business strategy; he is the co-author of the book, Blown to Bits. Janice Fraser is CEO of Adaptive Path, a user experience consulting firm. Her essay, "It's a Whole New Internet," will be the basis of a workshop at Supernova 2005. Ross Mayfield is CEO of Socialtext, a startup provider of lightweight business collaboration software based Wikis. (Disclosure: Werbach serves on Socialtext's advisory board.)

Werbach: Let me start with you, Janice. You recently posted an essay that got a great deal of attention called, "It's a Whole New Internet." I'm curious what you think is potentially new about the Internet today and what that might mean for business?

Fraser: Two things are new about the Internet today. I'm going to separate technology from human beings. Some new technologies are coming out now that make different kinds of interactivity possible with online applications. But what is really new is what people are doing with existing technology.

I have seen lots of excitement in the last six months about what's possible. There have been, for example, applications such as Google Maps that have allowed people to envision new ways of workingbut when I say it's a whole new Internet I mean there's new vigor. And that's going to lead to more creative thinking.

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