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Less Than 50 Essential Strategies For Creating a Social Application

by Anthony J. Bradley  |  January 27, 2009  |  2 Comments

Dion Hinchcliffe has an excellent post “50 Essential Strategies For Creating A Successful Web 2.0 Product” directed at the vendor side of Web 2.0. However many of the points are very salient for enterprises looking to deliver (build, buy, or join) a business relevant social application. Let’s do some quick tailoring of his list (you will need his list in front of you because I will not be posting it all here).

The most relevant points are 1-4 (but change prototype to initial implementation – i.e., don’t “test” on the community), 6, 8, 15, 16 and 17 on steroids (see below), 18 modified (see below), 19-21, 25, 27, 30, 33-38, 41 (business goals rather than business model), 43 (should be number 1), 44-50.

Some of these (like back-up) are obvious “ilities” that must be considered for any application implementation but do merit special attention in the context of social applications.

Number 16 is only part of the picture. Enterprises should be pursuing an Enterprise Information Discovery strategy rather than just an Enterprise Search Strategy. I talk about the 5 Ss of information discovery (Search, Sort, Subscribe, Social, and Surf). This is a more comprehensive approach to finding the good stuff.

Number 17 is is absolutely mandatory. If it isn’t 2 way then it isn’t 2.0. In fact the more unbalanced the contribution the more Web 2.0 the application is (meaning that the vast majority of the value should come from the community not the steward organization).

I would spin number 18 differently for enterprise social applications to focus on building an ecosystem rather than delivering a single product.

Most of these essentials fit nicely in my PLANT SEEDS framework for designing social applications (report available to subscribers or for a fee).

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Category: social-applications  

Tags: design  social-applications  

Anthony J. Bradley
10 years at Gartner
26 years in IT

Anthony J. Bradley is a group vice president in Gartner Research responsible for the research content that Gartner publishes through its three internet businesses (, and These responsibilities include creating and leading the research organization and infrastructure needed for the strategy formulation, planning, research, creation, editing, production and distribution of the content. He has four global teams of highly talented people who are advancing towards the world's greatest destination for content on how small businesses succeed through information technology.

Thoughts on Less Than 50 Essential Strategies For Creating a Social Application

  1. […] was their differentiated focus on information "discoverability" (not e-discovery). I have posted previously on my opinion that enterprises have an unhealthy focus on enterprise search and are missing the […]

  2. […] know I have harped before about an enterprise over reliance on search as their information discoverability capability with my […]

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