Despite all the banter about web 2.0 universe, evidence shows that web 2.0 works like a cloud: it needs core condensation particles around which a drop of rain is formed. Otherwise, it’s just fog.
In our jargon: a company that wants to tap into the Web 2.0 space needs to start offering meaningful messages, connections and reasons for people to jump on it (or to push a thing themselves) and start self-organising in a focused way. Without it, it’s just a ramble.
All of the successful web 2.0 initiatives so far had a clear leadership established in the beginning somewhere, one way or another, either by a grass-roots geezer who took an opportunity to push what (s)he believes in, or by a clever organization that sent right messages out, through right tools. Things usually don’t just ‘happen’ in social networks.
Being 'out there' all the times, with an ear to the ground, and gently prodding and giving reasons to act is what smart companies are doing to benefit from social networking used as a marketing tool. Otherwise, it's just a 'plug & pray' school of marketing, relying on luck and chance to get the return, simply because this is what everybody else does.
