Governing Web 2.0

Research about effective benefits realization from Web 2.0 investments in (inter-)enterprise contexts has not yet reached full maturity. Drawing from established IS management theory and our own case research, we argue that some organizations are developing a specific approach to governing such enterprise 2.0 initiatives.
Enterprise 2.0 initiatives are often connected to lofty strategic objectives, for example, open innovation and collective creativity. Attempting to realize these with inherently social Web 2.0 technologies, means allowing for emergent meaning attribution by the users.
Four governance principles illustrate how enterprise 2.0 governance can favor a bottom-up and emergent approach to empowerment, processes, collaboration, and people and culture; rather than adhering to a command and control view on technology adoption.