In today's digital-focused environment, knowledge as the critical business asset is converging with Web 2.0 (online applications or social media), where employees can share their knowledge in new collaborative ways via peer-to-peer networks, blogs, wikis, podcasts and other forms of user-generated content. However, while the open and democratic nature of Web 2.0 can trigger employee-driven innovation (EDI) - a bottom-up innovative process driven by ideas, experience, creativity and skills of the firm's employees (HeØyrup, 2010) - it can also present significant challenges in the art of managing employees.

Innovation cannot be encouraged simply by making Web 2.0 available in the workplace. As a mechanism through which employee empowerment can be operationalized, Web 2.0 offers HR managers a new channel for listening to the employee's voice, and a means of maximizing learning and knowledge sharing within their organizations. Following are the five "Ds" by which HR managers can get the best out of their Web 2.0 efforts.