Web 2.0 is fueled by user generated content (UGC) ans, logically, it should be the same within companies. It’s obvious : when connecting people to information and connectiing people through information is a driving principle, it’s easy to undersand that the existence of a published and shared information is the key to the new form of interactions companies want to make emerge.

Here’s for the “expert” side. Because, on the enterprise side things are not that simple. I’m not talking about creating and using contents, I’ talking about the concept of content itself.

It’s said that employees generate lots of contents. That’s true. That they will generate more and more contents. That’s true too. That they must be encouraged to generate and share even more contents. Why not. That companies have to imagine all this amount of information to understand how it’s important to switch to cloude computing. Certainly but..

Contents are like discussions : they are words companies may not understand and that may worry many managers.

It’s a misunderstanding that has to be vanished because the substance remains true. Two apects have to be taken into consideration : formulation and organization.

Let’s put ourselves one second in a manager’s shoes. Everyday he’s asked to do the impossible, he feels light fighting against a non-reactive machine and employees that are overwhelmed by work. Imagine what he may think when someone tells him about the “incredible chance that all the contents his staff will generate represents”. He will answer that his staff is not here to generate and spread contents but to work. If the example of internet is used to convince him, he will have the impression that his department will be turned into a leisure center. That’s one of the examples that show that web 2.0 logics have to be translated when it comes to import them into the enterprise.

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