This McKinsey study, surveys about how businesses are using the Web 2.0 as tools to increase their productivity. As it can be shown in the figure below, web services are widely adopted throughout the industry. However, an interesting finding of the survey is the importance of tools design to support the collective intelligence of the firm. Indeed, social networks are increasingly being seen as places where knowledge can be shared and stored. For businesses that are facing constant change in their environment, it is increasingly important to keep records of the knowledge produced by its employees, but also to keep record of the problem solving context in which they happened. Social networking tools have the great advantage of acting like the memory of an organization by recording dialogues between employees when facing a problem and finding solutions.