Take a Drive Along Web 2.0
I'm not a big fan of the term 'Web 2.0' My new Corolla is the fourth I've owned (and one of two in my garage). I don't call the new one Corolla 4.0. It's simply a newer version of a tool I use often.
The primary focus of Web 2.0 is people. Connecting people sharing thoughts, experiences and expertise through social interaction.
If you think MySpace, YouTube, Delicious, Flickr and Facebook are for the lunatics -- think again. There are looneys out there, just as there are lunatics on the road. But that doesn't stop me from hopping in my Corolla 3.0 (my wife drives 4.0)
A few thoughts on how to keep your Web 2.0 running smooth:
Think Simple, not easy: Most applications and networks are very simple to use. However, it's not easy. Web 2.0 strategies take time and effort. Strategy is more important than tactics, so make sure you have a plan going in (and be open to an organic plan).
Think dialogue, not monologue: Web 2.0 is a conversational space. Give and take. If you're doing all the talking...you probably won't have much of an audience. Engage with your audience, nay...become part of the audience - then engage.
Think authentic, not glass-house: Transperancy is a buzz word amongst social media gurus, but it seems many are scared off by that word. Rather than thinking you must wear the emporer's new clothes, just be real. Who you are offline, should be who you are online.
Web 2.0 is still in its early stages, so don't think you've missed the boat. Have a presence in all the tools, choose a few to be active in. But get out there. Consumers are already out there (as is usually the case). Be part of the conversation.
And if you're one of those that doesn't like the term "blog," get over it. It's short for "web log" I don't like the term "car" but I drive one. And car is short for...it came from...how'd we come up with car from automobile?