Understanding the difference between consuming newsfeeds and consuming e-mail demonstrates a wider cultural shift that needs to take place in Web 2.0-savvy organisations. Generally, e-mails demand focused attention. They are processed in sequence and each takes a couple of minutes (or more) from your day. Handling newsfeeds and blog posts in that way would make you unproductive, says Bryant. They require a “river of news” approach, in which workers skim large amounts of information for helpful nuggets. Social tagging helps to naturally elevate certain topics above others by making them more popular.Finally, a wiki will help escalate blog discussion to more collaborative working, as needed. This has certainly been Ward’s experience: “The way the sites tend to work is that the blog is where people have a dialogue, but if it moves into more detailed work, it moves into the wiki,” she says.