Reference: Iverson, K., and Vukotich, G. (2009). OD 2.0: Shifting from disruptive to innovative technology. OD Practitioner, 4:2, 43-49.
Although OD Practitioner is a peer reviewed publication, the referenced work is not strictly a research article. It poses no research questions and develops no new theory. This article was meant instead to provide a framework for OD practitioners to view Web 2.0 technology and social media as tools for their practice. For social media researchers, however, I think it provides some insights about how to think about the usage and implementation of social media in organizations. The key insights are provided in three figures.
Figure 1 maps Web 2.0 tools to OD practices. The mapping is based on the authors' expertise rather than a formal methodology, but it is useful as a starting point for research examining the impact of Web 2.0 technologies on the creation and maintenance of formal and informal structural relationships in an organization.
Figure 2 places Web 2.0 tools on a 2x2 grid whose dimensions are user involvement and transparency (public domain). I don't know why these dimensions are particularly useful when looking at the impact of social media on OD practice nor do I fully agree with the authors' decisions about where to place some of the tools. I suppose that transparency is a particular problem when dealing with intellectual property, but analogs of the tools listed as highly transparent exist for use behind the firewall and can be employed there without concern for the risks of intellectual property loss.
Figure 3 provides a Web 2.0 implementation framework that I think is rather good. Once again, there's no validation given for this framework, but it might be worth studying in a formal research project. The framework is cyclical, with four components: Strategy --> Web 2.0 applications --> Policy --> Process --> Strategy. Strategy ensures that web 2.0 initiatives are aligned with organizational goals. Web 2.0 applications consist of common applications and platforms that allow implementation across the organization. Policies provide structure and program oversight. Process addresses the foundation for creating, sharing, and accessing web 2.0 content.
