Who's afraid of Web 2.0?

Businesses are refusing to harness the power of Web 2.0 applications such as social networking, blogs or wikis despite believing the pursuit would be profitable, The Australian reports.

Recent research indicates 50 per cent of companies in the Asia-Pacific region consider Web 2.0 as being a business opportunity while just 8 per cent see it as a threat.

Commentators say there are few examples of successfully implemented Web 2.0 sites in Australia, however companies including Telstra, LendLease and AMP are testing applications.

Comments

[Matt Chapman]

The main problems that I have run into consulting for large clients in this area include:

1) Outside of CIOs and some younger CMOs, senior managers often do not know (or are interested in finding out more) about how far the technology can take them, preferring a me too reactive stance. Hence, the prevalent "Web 2.0 = having a blogg" mindset;

2) A lack of respect for the shifting paradigm that has blurred the lines between producers and consumers and the considerable power consumers now wield over brands thanks to social media. At many times, I feel managers have just stuck their heads in the sand and are hoping it will all just go away;

3) Large companies typically have the turning circle of an oil tanker when it comes to implementing such marketing initiatives thanks to top-down management practices and complex cultures;

4) Large organisations generally employ traditional big name advertising agencies that are not as adept or cutting edge as digital media as smaller, niche agencies. By all means use them for TVCs, print and outdoor. But getting them to work digitally is often tantamount to getting a master chef to fix your plumbing, i.e., hey, it might work, but it will never be as good or quick as getting a plumber in...