Competencies 2.0: A Theoretical Model for Defining and Managing a Presence Plan on the Web

Competencies 2.0: A Theoretical Model for Defining and Managing a Presence Plan on the Web

Jaime Izquierdo-Pereira (NewMahwah - The Social Xperts Lab, Spain), Carmen Avilés-Palacios (Universidad Politécnica de Madrid, Spain), Joaquín García-Alfonso (Universidad Politécnica de Madrid, Spain) and Manuel López-Quero (Universidad Politécnica de Madrid, Spain)
DOI: 10.4018/978-1-61350-207-5.ch012
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Web 2.0 is changing the rules, reducing costs of access to technology, increasing the volume of cyber social contact through networking, both social and professional, making possible that any information is just a click away. This evolution causes the birth of new requirements, including the adaptation of people and, because organizations are made up of people, changing their map skills. This chapter presents a theoretical model for defining and managing a presence plan on the Web, emphasizing in those individual Competencies 2.0. It is defined from a Delphi method, involving experts in the use and development of Web 2.0. The strengths of this model are two: 1) It is a model that attempts to explain new tasks resulting from magazines not covered in sufficient depth from an academic and scientific perspective, though, they are been studied and discussed in forums 2.0; and 2) It explains the relationship between individual and organizational competencies 2.0, so that the first one can act on to modify the latter. On the other hand, this chapter has certain shortcomings, mainly two: 1) It has not been empirically validated, although research is underway to rectify this deficiency, and 2) There is no academic scientific knowledge enough, probably due to the novelty of this issue.
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The Web 2.0 Impact On The Economy

First, the Internet's infrastructure suffered a new wave of evolution, in which distributed computers - according to the client-server model - are transferring their contents to the Web, or as it is often called in this context, the Cloud 1. For businesses in the cloud, connectivity, data security and confidentiality become matters of prime importance, and management of service level agreements with their respective suppliers is taking apart CIOs from their traditional technological profile and converting them in pure service managers. IP technologies provoke huge impact on traditional industries. New giants like Google, Amazon and eBay offer their data centers at very competitive prices to companies around the whole world (Platform as a Service, PaaS). Telecom operators become unusually relevant. Videoconference is putting business travel in serious jeopardy. Software is offered as a remote service (Software as a Service, SaaS).

Second, users find multiple and very easy ways to upload their own contents - and also replicate contents by others - to the cloud, producing a very substantial change on business models based on physical copies with well-known consequences in industries like press media, music, movies or videogames. People have switched the concept of copyright and are firmly committed to share contents in the cloud. Information becomes fully accessible and ubiquitous, ceases to be valuable itself, and is no longer classified by taxonomic but folksonomic2 criteria - using labels, or tags, provided by the users.

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