By Heather Havenstein
February 4, 2008 (Computerworld) Corporate IT managers who have long resisted implementing Web 2.0 technologies such as wikis, blogs and social networks will likely start adding them to their priority lists this year, according to a report released last week by Forrester Research Inc.
Of 119 companies that the research firm surveyed in the third quarter of 2007, 42% said they had no plans to invest in Web 2.0 technology. But Forrester predicts that about half of those companies will add it to their priority lists by the end of this year. Many of those firms had long called Web 2.0 technology "frivolous," but they will "take their heads out of the sand" this year, Forrester said.
"Is it the year for the perfect storm, where everything comes together?" said Josh Hilliker, community manager for Intel Corp.'s vPro Expert Center social community. "If you look at the tools that are out there and the business applicability, it is absolutely that time."
Intel launched the online community five months ago to solicit feedback from users and partners on the next generation of its vPro chips.
Hilliker said he is using the online community the first one Intel has aimed at end users rather than developers to show executives that Web 2.0 products can be used to tackle complex business problems.
"We produce reports once a week that talk about what is happening on the site, what it means [and] the tone of the community," said Hilliker. "I am keeping the managers, the executive vice presidents informed on what is happening. The IT shop, the executives ... are deeply vetted in the activity. They're seeing real value."
Jo Sullivan, senior vice president of development and communications at the American Society for the Prevention of Cruelty to Animals, said that Web 2.0 technologies are a key part of the ASPCA's plan to increase traffic on its Web site by 120% in 2008.
For example, she noted, a 90-second video posted on YouTube brings about 830 new users to the ASPCA's site each month, generating monthly donations of $18,000.
The New York-based animal welfare group is also attracting traffic from the 27,500 "friends" it had on its MySpace page at the end of 2007, she added.
In its report, Forrester called Web 2.0 a "high-impact, low-cost method" for IT managers to show leadership and innovation.
The report also predicted that CIOs are conceding "that they cannot quell passionate employees' use of consumer-oriented or software-as-a-service Web 2.0 tools and will mitigate risk by deploying enterprise-class tools in their stead."