Where have all the wikis gone? Web 2.0 in 2012

According to How Businesses are Using Web 2.0, McKinsey Report, in 2007 these were the popular Web technology trends in business:

  • Webservices
  • Collective intelligence
  • Mash-ups
  • Peer to peer
  • podcasts
  • RSS feeds
  • Social networking
  • wikis
  • blogs

By 2008 these trends were on the rise:

  • Blogs
  • RSS
  • wikis
  • podcasts

But that was 4 years ago, so where are we now?

I suspect that since 2008 social networking and blogging have gained significant ground over RSS feeds and wikis. I also wonder if the use of collective intelligence has increased?

So, I did a little digging and found the McKinsey Business and Web 2.0 Interactive Feature that compares data collected from 2007-2011. The changes were pretty interesting!

In 2011, the top 3 technologies in use by businesses were:

  • Social networking: 50%
  • Blogging: 41%
  • Video sharing: 38%

Internal Use

Wikis are primarily used to manage internal knowledge and for developing products. The top 3 technologies used to enhanced company culture and foster collaboration are blogging, social networking a close second, and video sharing. Social networking is the technology leader for recruitment.

Customer Use

Social networking and blogging lead the way in technologies used for customers. These are most heavily used for marketing, gathering insights, letting customers interact with each other, and acquiring new customers.

Partner Use

Again, social networking is by far the number one technology businesses with partners to achieve better integration with suppliers, lower purchase costs, develop products, and solve problems.

The Next Five Years

Reading the stats from the 2011 report and comparing not only the technology use but how those tools are used, and the increase in the tools available show just how rapidly technology has expanded in the past four years.

So what are the next big trends in technology? Microblogging (Twitter) is on the rise. What about collective intelligence? Starbucks recently implemented their “Ideas in Action” campaign where customers can submit ideas to company via a community site. The 2012 Horizon Report shows that web tools like mobile apps, gaming, and gesture computing will emerge as game changes in the next one to five years. Will these appear on the next McKinsey report?

After reading the 10 Trends: A Study of Senior Executives’ Views on the Future, I wonder how these emerging leadership trends will effect the growth of technology in business? We already see CEOs using Twitter and blogging. How will leaders be reaching employees and customers in the next five years?


How Businesses are Using Web 2.0, McKinsey Report. https://www.mckinseyquarterly.com/How_businesses_are_using_Web_20_A_McKinsey_Global_Survey_1913

How Businesses are Using Web 2.0, McKinsey Report – one year later (2008). http://www.clappingtrees.com/archives/2008/08/mckinsey-how-businesses-are-using-web-20-one-year-later/

Businesses and Web 2.0: An Interactive Feature. https://www.mckinseyquarterly.com/Business_and_Web_20_An_interactive_feature_2431

Criswell, Corey and Andre Martin. 10 Trends: A Study of Senior Executives’ Views on the Future. 2007 Center for Creative Leadership.

Johnson, L., Adams, S., and Cummins, M. (2012).
The NMC Horizon Report: 2012 Higher Education Edition. Austin, Texas:
The New Media Consortium


2 thoughts on “Where have all the wikis gone? Web 2.0 in 2012

  1. Hi Heather,

    The questions you raised are very concrete. And you are right that the McKinsey report was generated 4 years ago, we could observe and draw conclusion from the past then project the future. The questions you posted on my blog are great, I need ponder them.
    I think social networking will still lead the trend in the future. I thought about the connection between video sharing, blogging and social networking. Essentially everything is connected social networking. For example, a lot of websites now have configured with facebook and other social networking websites. You can share the content and by sharing it on social networking websites it gets exposed to more people–which is what business wants. I’m sure you’ve noticed how bloggers use social networking promote their websites. This is a very interesting and important topic for business nowadays. Whoever leads the way would benefit more.

  2. Hey Heather,

    Loved the post! I think you had a great perspective from the title when acknowledging just how rapidly the landscape has changed in just five feeble years. I definitely agree with the trend of collective intelligence (also referred to as “crowdsourcing”) being on the rise — Starbucks is a great example, and Dell has a similar one. But hey, I’m sure that in 2007, the survey takers didn’t even consider the top 80% of what’s successful now, so I’m sure the sky is the limit for what the working world will be up to by then, for better or for worse (iPad 8, anyone?).

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