My first professional career was as a journalist, more years ago than I care to remember. One of the lessons drilled into me by my mentors was about the inverted pyramid structure of information. Apparently this is making a comeback, according to Gerry McGovern in his piece "The six Cs of killer Web content". Gerry talks about how people basically skim information, and if their interest isn't quickly captured, say by the headline, they may well read - or click - onwards and away from your content.
This to me, speaks of making your communications relevant to your audience, not only in the content, but in choosing the channel to publish it. If you're publishing information, or comment, a blog may be appropriate, whereas a collaborative effect may suit a community solution more, such as Activities (in this platform, Connections), team spaces, wikis, and many other collaborative offerings.
A fellow IBMer, Luis Suarez, made waves when he declared that he was "Giving up on work email". Lots of people appeared to take this at face value and asked pointed questions about how he would deal with corporate communications, sensitive data and the like. Only when he'd generated a heated debate, did many people grasp what he was attempting to do - and that was to spark a debate about using the right tools for the job.
His point was to get people to question whether they really needed to send an email, or whether they should be contributing their knowledge to a more appropriate place. I'd call this collaboration in content. Sounds both simple and obvious doesn't it?!
Luis recently spoke about his experiences with this at the 'Next 08' conference in Germany. Thanks to Oliver Marks, for the link to a video of Luis' presentation. The presentation is also available on slideshare.