The McKinsey Quarterly is an online business journal that “offers new ways of thinking about business management in the private, public, and nonprofit sectors.” They posted this article online on web 2.0 management for organizations, called ” Six ways to make Web 2.0 work”

“As the popularity of Web 2.0 has grown, companies have noted the intense consumer engagement and creativity surrounding these technologies. Many organizations, keen to harness Web 2.0 internally, are experimenting with the tools or deploying them on a trial basis. We have found that, unless a number of success factors are present, Web 2.0 efforts often fail to launch or to reach expected heights of usage. Executives who are suspicious or uncomfortable with perceived changes or risks often call off these efforts. Others fail because managers simply don’t know how to encourage the type of participation that will produce meaningful results.”

Update: The McKinsey Quarterly has added the Twitter community responses to this article.