Okay, it takes a while to realize this. Have you noticed that Web 2.0 companies don’t actually use Web 2.0? Oh, sure, they encourage everyone else, and they sell it, and they yell about it, but they don’t actually use it themselves.

Look at companies that say they’re all about social media and W2. Let’s start with Google. Try to contact someone, anyone, at Google. What about Facebook? Same story here. Twitter, etc. Isn’t it a bit odd that the social media companies don’t actually use social media themselves? They’re the same as your grandfather’s steam-powered factory: they make stuff; you use it. One-way.

What would a W2 company look like? First, not just companies. This could be organizations, groups, clubs, associations, etc. What would it look like if they use W2?

W2 bypasses the top-down power structure. It doesn’t go up against it; it ignores the structure and goes around it. An organization that enables W2 (and embraces W2) puts everyone on equal footing. Everyone has access to the collaboration and communication tools. Everyone can talk, comment, edit, and share the material.

This can be within a team or group. They collaborate. This can also open up to the audience. The organization lets go of control and joins the audience.

I read yesterday that fewer than 5% of companies use collaboration tools. Think about that. When you start to realize what W2 could do, you’ll also realize how few companies are using W2.

Think about what W2 can do, and think about how to apply it to your work.