Wikis, social networking sites, blogging, and social gaming sites exemplify a paradigm shift from Web 1.0 to Web 2.0, the more user-centric and participatory paradigm. Unlike Web 1.0 were people posted websites and read, people in Web 2.0 interact, create content, and new uses of social technology. People communicate in a more instantaneous way that leads to creation of social connections and new ways of using technology. 

How do product developers make applications for Web 2.0.? Give people tools to connect and create with each other. It’s a naturally generative process. Watch the process and create better tools. Welcome the users’ feedback and improve the product. It’s not a traditional way to develop software. Many of today’s biggest Internet companies have been developed in college dorm rooms based on this basic emergent model. Can product development adapt?   

Like any other “social sciences” that involve human behavior and understanding, computing has its rational and humanistic perspectives and proponents. The development of social computing technologies can be divided into two major views: Determinant (rational) and Emergent (humanistic). 

Determinant (rational). Traditionally, the development of social computing technologies has been in the hands of business or government organizations. The software development mostly has been closed-source and proprietary. Where are the people here? Well, specialists in engineering, computer science, and social science design and develop the software for end-users. In the best practices mode, user-centered design has been applied to infuse the user into the design of technology. This means there has been some research attempt in the design and development cycle to gain input and feedback from typical consumer user of the product. And, this is great. The person, the social, is recognized. The development process is on the whole evaluative. Yes, social scientist do put some generative research into the process but on the whole the process is evaluative, iteration after it iteration. The end-game here is to generate research data through observation, interviewing, use scenarios, personas, prototypes and so one to build a system to evaluate. The evaluation phase is couched in measurement using usability testing and task analysis 

Emergent (humanistic). Open source and Web 2.0 are to a larger degree than in the past letting the user lead development and uses of computing. It’s based on people communicating with each other through social networking in Wikis, online communities, Blogs, and Massive Multiplayer Online Role-Playing Game (MMORPG). People are creating many of these products as they make use of the product to communicate. They write text and develop content. People are creating networks based on personal and professional interests. In MMORPG, people create whole social worlds. 

Determinant and emergent product development are both valid forms of development. The key is knowing when to use each one or when to combine the approaches.