Member Avatar for MktgRob

I just read a blog entry where the blogger attempts to make the case that Big Business (he refers to corporate world) does not engage in web 2.0 for a variety of reasons. I find the whole blog to be slightly suspect and I will explain why. First, he compares the supposed non-adoption of web 2.0 to the eager adoption of CRM and ERP. This is comparing apples to oranges in my mind because CRM and ERP are more about managing your current customer base activities with a slight nod to recruiting more customers.
Web 2.0 activities are about broadening your reach and audience to attract new customers and introduce them not only to your company and your product but also your expertise and knowledge. Are there aspects of web 2.0 that your current customer base can participate in and benefit, absolutely. But you have already closed at least one deal with them and repeat business is just a matter of nurturing the relationship.

The very basis of his theory is shot because more and more big companies are adopting web 2.0 activities. If this blog was written at the very advent of Facebook and when Twitter and Linkedin were just starting to grow, I could say that the blog held more weight. But at this point the blogger is behind the times. Anyone who would like to share their thoughts, please do.

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The exchange between and points to the real question: large organizations do not uniformly reject interactive, networked channels — they adopt them where clear business value, governance, and risk controls exist. Adoption patterns are driven more by policy, measurement expectations, and compliance needs than by simple enthusiasm or skepticism; broad consumer reach is one reason engagement matters (see Pew Research on social media penetration) Pew Research: Social Media Use in 2021.

Practical steps for an enterprise-minded approach:

  • Define the business case and 2–3 measurable KPIs (awareness, qualified leads, support deflection, employee reach).
  • Run a short, cross-functional pilot (marketing, legal, IT, customer service) with clear success criteria and a budget cap.
  • Put governance in place before scale: written policy, role-based access, approval workflows, and training.
  • Integrate activity with CRM/analytics so engagement becomes a tracked input to revenue and retention.
  • Monitor, document, then scale: convert successful pilot playbooks into standard operating procedures.

Regulated industries must add compliance checkpoints and disclosure rules to every campaign; guidance on endorsements and disclosures is available from the FTC FTC: What People Are Asking About Endorsement Guides. This pragmatic, test-and-go approach reconciles the caution many corporate teams feel with the measurable benefits Web 2.0–style engagement can deliver.

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Member Avatar for InsightsDigital

The blogger's insights are similar to a commentary I read back in 1995 or so in which the author stated that web presence is not necessary since it will not be visited much and it is more of a nuisance than a necessity. Now, fast forward to 2009. For a business not having a web presence is a liability than a nuisance.
I wonder if that blogger you mentioned is probably plugging a future book tied to his theory and trying to gain momentum.

Member Avatar for MktgRob

The blogger's insights are similar to a commentary I read back in 1995 or so in which the author stated that web presence is not necessary since it will not be visited much and it is more of a nuisance than a necessity. Now, fast forward to 2009. For a business not having a web presence is a liability than a nuisance.
I wonder if that blogger you mentioned is probably plugging a future book tied to his theory and trying to gain momentum.

I wouldn't be surprised. Web 2.0 is such fertile grounds for anyone to write a book. I was at an event focused on Web 2.0 in the Corporate world this past week in NYC where one of the panelists was singing the praises of using facebook for his company and all of their success from it. At the end of his 10 minute presentation he plugged his upcoming book, Facebook Marketing for Dummies!

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