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Caught up in the buzz

February 27, 2008 | Internet Marketing

More than half of online businesses plan to add Web 2.0 capabilities to their sites in the next six months, according to a new study. Why is this so alarming? Because more corporate sites are looking to "create communities" and "leverage Web 2.0 technologies" in ways that make no sense for their audience.

ClickZ asked social media expert Ryan Turner for his take on where all of this is going, and what companies may be risking in their effort to jump on the bandwagon.

“The real change businesses are facing is moving from a broadcast model for the Web to a participatory, relational model, where the Web is a true business channel,” Turner said. “And the shift has huge business impacts that require a rethinking of Web channel strategy, planning, and management. It requires new skill sets (like online community moderation), and new contributions from roles traditionally focused on other channels (like technical support and customer service).”

Turner shared some of the common pitfalls companies experience when shifting the way in which they communicate with customers and prospects.

Get the full story at ClickZ

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