Another report on 2.0 and how corporations are using it. This one’s from Mckinsey and it’s called Six ways to make Web 2.0 work.
It’s okay-ish. If you’re an enthusiast, then you’ll probably like it. But it’s not very good at pointing out that:
1. You don’t have to do any of it. It’ll probably make little difference to companies if they don’t do the PR side of it at all
2. Web 2.0 is both PR and technology and Mckinsey only touch on that. Collaborative technology has been around for ages — emails are technically collaborative — it’s just that 2.0 technology makes it easier for disparate groups to do it (eg wikis)
When you start to look into the real functioning of social networking sites, you simply get a system of easily inviting a few people out to the pub, dating, or proving status. Oh…and an audience to deliver to advertisers. (That last point’s crucial.)
