One of the things I love most about being part of the social revolution is the unexpected 'ah-ha' moments that surface almost daily. I had one such moment this week, and wanted to share the observation.
Given the command and control structure that remains prominent in the traditional web, there are inherent checks and balances in place to ensure consistent messaging and positioning. In that model, a centralized web team is usually organizationally agnostic, with their focus being on providing a consistent experience to visitors of a traditional .COM site, as example.
As we know very well, social flips that model upside down, providing a direct path from subject matter expert to audience. In effect, it can remove all of the checks and balances that the more traditional model provided.