Length: 24 pages  
February 13, 2006
Social Computing
How Networks Erode Institutional Power, And What to Do About It
by Chris Charron, Jaap Favier, Charlene Li
with Jennifer Joseph, Manuela Neurauter, Sally M. Cohen, Tenley McHarg, Jed Kolko

This is a document excerptEXECUTIVE SUMMARY

Easy connections brought about by cheap devices, modular content, and shared computing resources are having a profound impact on our global economy and social structure. Individuals increasingly take cues from one another rather than from institutional sources like corporations, media outlets, religions, and political bodies. To thrive in an era of Social Computing, companies must abandon top-down management and communication tactics, weave communities into their products and services, use employees and partners as marketers, and become part of a living fabric of brand loyalists.

TABLE OF CONTENTS

NOTES & RESOURCES

itemTechnology Embeds Itself In Social Behavior

itemTechnology Brings Power To The Masses

itemSocial Trends Fuel Technology's Changing Role

itemWhy You Should Care About Social Computing

itemThe Tenets Of Social Computing

itemInnovation Will Shift From Top-Down To Bottom-Up

itemValue Will Shift From Ownership To Experience

itemPower Will Shift From Institutions To Communities

itemThe Economic Value Of Social Computing

itemCreating Value Means Relinquishing Control

Recommendations

itemWhat Social Computing Means For You

itemMarketers And Strategists: Listen More, Talk Less

itemIT: Make Social Computing A Strategic Asset

itemVendors: Build Communities Into Your Products

WHAT IT MEANS

itemThe Pollution of the Commons

itemTruth, Identity, And Reality Are Tough To Find

For this report, we analyzed the past seven years of Forrester's Consumer Technographics® data in an effort to discern key trends.

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Analyst: Charlene Li, Jaap Favier
Technology: Customer Experience, Enterprise Collaboration, Information & Knowledge Management, Social Computing & Web 2.0, Web Site Design
Industry: Consumer Technology Adoption
Geography: Asia Pacific, Europe, North America
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Rating: 8 out of 10
based on 7 ratings across all roles.
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