Making Web 2.0 Work for You

Web 2.0, according to a McKinsey report and analysis, is extremely beneficial for companies but under-utilized. They give some reasons for this, which I think are very common, in small and large businesses alike:

"Web 2.0 efforts often fail to launch or to reach expected heights of usage. Executives who are suspicious or uncomfortable with perceived changes or risks often call off these efforts. Others fail because managers simply don’t know how to encourage the type of participation that will produce meaningful results. "

If these kind of problems exist, how can Web 2.0 even be beneficial? The McKinsey report explains that Web 2.0 is able to engage a broader base of workers and many of those have grown up using this technology. Also, the enagement demands a different mindset than the technologies of CRM software of the '90s, which were instituted mostly from management.

Web 2.0 consists of things like blogs, social networking sites like Facebook and Twitter, forums, wikis, etc. and require a lot of interaction from users to generate new content and information. In return, companies must to be open to these ideas and comments. Web 2.0 is like an open conversation...it is not for blatant self-promotion. Instead, it fosters the concept that by engaging with current and potential customers, news about your business and the products and services you sell, will increase.

It also takes a good amount of time. Remember, Web 2.0 is now a huge part of online marketing and if you use it, you should have a proper strategy in place and be willing to commit to blogging, twittering and responding to people's comments.