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When discussing E2.0, I often hear "Shouldn't we just implement these social tools and simply let business value "emerge"? My answer is NO, not if you want to maximize business value . I am a strong believer that organizations, should focus and facilitate the use of these tools in order to maximize organizational benefits. To drive value, I've often referred to the engagement factors and in this post I wanted to focus on one of the factors, " Motivation ". How do we address motivation? Do we adopt the "build it and they will come" approach?