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Consider for a moment the impact of Web 2.0 on a professor working in academia for 20 or 30 years. The flattening of knowledge production and the ease of access to information represented by Web 2.0 technologies in many ways negates the concept of the “sage on the stage” or even traditional notions of scholarship. This world is not what most professors are used to, and many are threatened by and therefore resist this kind of change.

These concerns must shape our strategy for gaining acceptance of any new technology. First, a technology must be evident to the user as potentially useful in making his or her life easier (or more enjoyable). Second, a technology must be easy to use to avoid rousing feelings of inadequacy. Third, the technology must become essential to the user in going about his or her business. This “Three-E Strategy,”