Web 2.0 and PMO functions

We’ve just started digging into a large-scale re-architecture of our various methodologies.  As you might imagine, the consequences of our approach include changes to the processes, people, and technologies behind content production and maintenance.  

In particular, leverage social media to author, publish, and distribute much more content than we do today.  We’re pleased with our technology direction.  However, we are concerned about some of the organizational change management challenges ahead — for example, many potential contributors feel like their competitive advantage is what’s in their heads. 

Are there any social media adoption strategies that work well when engaging constituencies that aren’t inclined to share?

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