Attirata l’attenzione da un articolo pubblicato sul Financial Times ne riporto qui di seguito i passaggi più significativi (e che danno spiegazione dell’immagine a sinistra).

• “Stop talking about Web 2.0. Extract the useful concepts, classify them in a way non-technical managers understand, and explain how they can be exploited, managed and controlled”
• “The individual concepts are indeed powerful. Blogs can spread good news or bad at the speed of a working Large Hadron Collider. Wikipedia is a brilliantly useful idea that is absolutely terrifying for any reputation-conscious organisation. YouTube has been a star of the US presidential race. Facebook makes us all into little web publishers.”
• “But they should not be bundled together: catch-all expressions such as Web 2.0 mean that the benefits and risks are thrown together like a dodgy mortgage-backed security. It’s not surprising they are viewed with suspicion”
• “The matrix is largely about risk management”
• “The X axis is to do with territory: on the left are the things you control, essentially those that sit on your own servers. Call this the “home web”. On the right is the “extended web”: YouTube, other people’s sites and blogs, plus social media sites. Here, you are on someone else’s turf – there are huge opportunities but please take care.”
• “The Y axis is about a different form of control. Traditional commun­ication is one-way – make an announcement, send out an annual report, place an advertisement. Websites are still essentially one-way channels, as are some of the more recent concepts, such as YouTube (there is some interactivity, but it is marginal).”
• “What does the matrix show?
  First, you cannot neatly divide the old from the new. Podcasts may be new and in vogue, but they are an old-fashioned concept: one-way controlled communication. Forums have been around for a very long time, yet they are true conversations, on sites you do not control. They need to be handled as subtly as any blog.
  Second: the web has multiplied risks to companies. The top square can be populated with scary online content backed up by relatively few facts verifiable offline.”

A naso una buona rappresentazione dei fenomeni che stiamo vivendo in questi anni e che vedono la Rete come componente abilitante. Interessante vedere come alcune opportunità offerte dalla Rete sono spesso un’estensione/evoluzione di quanto già fatto in passato con attività “offline” (Press Advertising, Press Releases, Annual Reports, ecc).

Luca