Ross Mayfield Keynote: Evolution Not Revolution [#e2conf]

Ross Mayfield (Socialtext and SlideShare) talks about how social software is more about evolution than revolution.

[These are my notes from the Enterprise 2.0 Conference 2011 in Boston.  Since I’m publishing them as soon as possible after the end of a session, they may contain the occasional typographical or grammatical error.  Please excuse those. To the extent I’ve made any editorial comments, I’ve shown those in brackets.]


  • In the FlowMayfield credits Michael Idinopolous for reminding us that knowledge sharing happens best “in the flow” rather than “above the flow” of work. Ideally, knowledge sharing is a by-product of getting things done. Our job is to provide the social tools that facilitate this sharing. Socialtext has seen 95% levels of adoption/participation when they have put social tools directly in the flow.
  • Goal-Oriented Social Software.This is where this industry should be headed. Online fundraising shows us how effective social tools can be to spread the message and create good. What would happen if we had goal-oriented uses of social software within the enterprise?