The developments of new technologies, the new scientific initiatives and thenew global market are giving rise to new phenomenon of collaboration, referred to asmass collaboration, which is mainly derived by communities and self-organizing, and isbased on the new Internet and Web 2.0 technologies, services and tools. To date, this newphenomenon has been researched from strategic perspectives lacking to address themanagerial practices to be applied for its adoption. This paper presents this newphenomenon of collaboration and the concept of Web 2.0, and its technologies, servicesand tools. The paper then proposes a process framework to be used for managing projectsand initiatives that specifically aim to adopt such collaboration form. The proposition ofthe framework is based on an illustration of a case study of a Danish municipality thatapplied mass collaboration on one of its development projects.