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GOVERNMENT AND SOCIAL MEDIA
Do you have any examples of government social media (blogging,
discussions, etc.)? If so, can you please send them on to me
at:
mailto:gerry@gerrymcgovern.com

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UPCOMING MASTERCLASSES
Washington, D.C.: June 18-19
New York: June 21-22
Boston: July 12-13
Chicago: July 16-17
Aarhus: October 3-4

http://www.gerrymcgovern.com/seminars_upcoming.htm

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WEB CHANGES NATURE OF THE ORGANIZATION

From a closed, centralized, cohesive unit, the organization is
being changed by the Web into an open, dispersed, cohesive
network.

There are few better websites than the BBC, and there are few
organizations that truly get what the Web is about better than
the BBC. I came across a set of 15 BBC Web Principles some time
ago, and thought, 'These should be the principles of the Web'.

Fully seven of the principles could be summarized as follows: In
a network, network. They deal with how organizations need to
redefine themselves in a truly networked world. These principles
are as follows:
1. Do not attempt to do everything yourselves: link to other
high-quality sites instead. Your users will thank you. Use other
people's content and tools to enhance your site, and vice
versa.
2. Treat the entire web as a creative canvas: don't restrict
your creativity to your own site.
3. The web is a conversation. Join in: Adopt a relaxed,
conversational tone. Admit your mistakes.
4. Make sure all your content can be linked to, forever.
5. Maximise routes to content: Develop as many aggregations of
content about people, places, topics, channels, networks and
time as possible. Optimise your site to rank high in Google.
6. Let people paste your content on the walls of their virtual
homes: Encourage users to take nuggets of content away with
them, with links back to your site.
7. Link to discussions on the web, don't host them: Only host
web-based discussions where there is a clear rationale.

What we have here is open-organization thinking. The BBC is
thinking beyond its physical boundaries, beyond its staff
boundaries. It is seeking to feed and be fed by the Web.

In the beginning of the Web was the link, not the word. Linking
is an inherently open, collaborative, and sharing activity. To
link demands thinking beyond the webpage, the cell, the silo,
and the historical concept of the organization.

The Web organization is not measured by how many employees or
webpages it has. It is measured by how linked it is. The web
organization is nomadic. Its home is wherever its links are,
wherever its content is re-published, wherever what it is about
is being talked about. The Web organization thinks beyond the
website.

The Web organization strives to be a hub, not an outpost. It
actively seeks out and encourages others to link to it. The Web
organization participates. It starts and contributes to
conversations, and does not worry about who came up with the
idea first.

The Web organization spends more time thinking about what it
should share than what it shouldn't. Its first position is:
Let's share this unless there's a really good reason not to. It
assumes that its competitors know it already. It sees its
strength in the network it is building, not necessarily what is
on the network at any point in time.

The Web organization sees openness as a key strength and
closedness as a major weakness. In summary, the organization
that succeeds on the Web accepts this core principle: The Web is
the organization.

BBC Web Principles
http://www.tomski.com/archive/new_archive/000063.html


COMMENT ON THIS ARTICLE AT GIRAFFE FORUM BLOG
http://giraffeforum.com/wordpress/?p=47#respond

Gerry McGovern
mailto:gerry@gerrymcgovern.com

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PIONEER, BBC, TETRA PAK, IKEA AND ROLLS-ROYCE USE CUSTOMER
CAREWORDS. SEE WHAT IT CAN DO FOR YOU
http://www.gerrymcgovern.com/mcgovern-carewords.htm
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RELATED LINKS

New Thinking Subject Classification
http://www.gerrymcgovern.com/nt/class/index.htm

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NEW THINKING NEW THINKING NEW THINKING NEW THINKING
By Gerry McGovern - http://www.gerrymcgovern.com
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June 18, 2007 - Volume 12 Number 24
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