The concept of Web 2.0 as we understand it today has been with us in the web community for at least five years. During this time we have seen a considerable change in the digital landscape with the dominance of collaborative networks such as Facebook, Twitter and YouTube. But despite the popularity of these sites, particularly with a younger audience, the business revolution that Web 2.0 appeared to signify has still not really materialised.

Most company websites have yet to truly adopt Web 2.0 functionality. This can be for a number a reasons, and the most common – and perfectly understandable – is a perceived lack of internal resources. Blogging, twittering and even RSS, let alone monitoring and responding to comments, can take a considerable amount of time. A Web 2.0 website is a 24 hour operation and far removed from the traditional view of a site fulfilling a similar function to an advert or leafleting campaign. 

In addition, how do you deal with negative feedback? This is particularly a problem for music and book publishers who have an audience who are eager to communicate their views, but who have artists and authors who would not be too pleased to see anything other than positive reviews on their publisher’s website. As such, if any of these companies have grasped the nettle of allowing feedback, they are still unwilling to publish any negativity. This means that any consumer who really wishes to understand the value of an album or book, needs to turn instead to third-party sites such as Amazon and Play.

But managing feedback through careful and responsive pre-moderation can be a major asset for any company. Responding to both positive and negative feedback, can allow companies to really communicate and engage with their audience. The personal message that comes from answering comments is far more appealing to the consumer than any blanket corporate statement. The company now has a human face and their image is inevitably more positive. In addition, responding to criticism on your own site allows you to get your message across exactly as you wish. If you don’t have a facility for receiving and responding to potential criticism – as well positive feedback - then the consumer feels even more cheated and will voice their views elsewhere. Much better to be in control of that feedback than to allow it to go unchecked. 

The success of social networking sites shows how eager consumers are to engage. Unfortunately, at the moment they tend to be talking amongst themselves because so few channels are open for them to talk directly with businesses. Building Web 2.0 functionality into your company website could be the best thing that you ever did.