In 2009, more data will be generated by individuals than in the entire history of mankind through 2008. Information overload is more serious than ever. (…)

The second data revolution brought about a new dimension to data creation: users started to actively contribute explicit data such as information about themselves, their friends, or about the items they purchased. (…)

Successful interactions have become genuine communication with near-instantaneous feedback. For example, PayScale allows users to retrieve real-time salary reports based on their job title, location, education, and experience-but only after they have contributed their own data. As the expectations of users change, firms must spend more time developing incentive systems that will entice more users to participate.(…)

Read the entire article on HBR blog.