Web 2.0

The social aspect of Web 2.0 might have nothing directly to do with selling a product, but it can create branding opportunities and build relationships with customers. Vendors are beginning to sell products labeled "Web 2.0" technology. However, when it comes to Web 2.0, technology is just a means to an end not a final solution for increasing your sales and marketing effectiveness.

The business strategy to consider lies in what the technology enables: better collaboration among users. A growing number of ventures are developing new business models to take advantage of the collaboration the "Web 2.0" technology empowers.  Your company will also need to know how to use the apps to encourage the social interaction that is integral to the concept.

Please add your thoughts or examples of how your organization is using social media and "Web 2.0" to increase brand awareness and/or customer satisfaction/retention.