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In the report, Forrester documents the evolution and direction of the Social Web in several distinct stages:

1. The era of social relations

2. The era of social functionality

- Germany: 88% / 38% / 13%

Business as we know it is changing. The next generation of market-leading organizations will digitize their enterprise model with new capabilities enabled by social technologies. But many of today's social technology initiatives fall well short of their transformational potential. Smart business and technology leaders will rethink business strategy to create a "social business strategy" — moving beyond linear, process-driven organizations to create new, dynamic, networked businesses. These new organizations will be capable of empowering and connecting people in new ways to create value in the marketplace. They will change the way companies compete and set new standards for how governments and nonprofits deliver value.

So, who owns the content on social media networks? Can employers prohibit employees from using social media?

The good news is that we can only go up. Users do want these messages. In moderation. If they're good.

In Erstberatungsgesprächen kommt da ziemlich schnell die Frage: “Gibt es denn schon Beispiele für funktionierendes Crowdsourcing?” Bei meinen Vorträgen sind sie fester Bestandteil der Präsentation: gute, spannende Crowdsourcing-Projekte auf der ganzen Welt. Hier nun eine Auswahl von aus meiner Sicht 12 erstklassigen Crowdsourcing-Projekten. Ganz knapp vorgestellt. Manche angelegt als temporäre, einmalige Aktion, andere als langfristig konzipiertes Webprojekt. Ich habe versucht eine bunte Mischung zusammen zu stellen, um zu zeigen, wie vielfältig man das Prinzip Crowdsourcing einsetzen kann.

We will no longer view you as "employees" only to do the work you are assigned. Instead, you are co-creators, participants, critics and advocates. We will actively ask for your input on products, services, structures, processes and give it to you to co-create them with us. We will focus not on the time you spend in office but the results you achieve. We will provide value, not jobs. We will provide you the tools to connect across silos, departments, locations to meet the changing demands of a networked economy and social customers. We will focus on your needs vs. our ends. We will together focus on reducing the noise within the organization. We will together destroy processes that do not let us build human relationships within and without. We will encourage you to build relationships that connect all of us with partners, stakeholders and customers in ways where we all benefit. We will act ethically and transparently, and expect you too, because it's no longer a choice.