Today I met a group of CIOs and IT directors. All had different views of Web 2.0 and how it could benefit their organisations. There is no single answer. Unlike the field of dreams of the old days of the Web – building an attractive and useful site is no guarantee that it will foster a community. Communities grow organically. People are disillusioned with sites that are too prescriptive. Sites that try to sell products or push out thinly veiled marketing messages are not going to cut it. Even sites that are considered to offer the very best web experience today, will inevitably fall behind.
And there will be plenty of opportunities to improve. Just like the early days of Web 1.0, we are witnessing an explosion of creative ideas: some will work; some will fail miserably to build a community. Let’s hope we don’t go through a dotcom 2.0 and dotcom bomb 2.0.