One Size Does NOT Fit All

When it comes to Web 2.0 tools for businesses, one size definitely does not fit all. Lots of people fall into the trap of thinking: well everyone else is doing a blog, maybe we should too. That's a poor way of venturing into the social media world.

Instead, just like any other marketing initative, think strategically. Which of these tools does your audience use? Is this an appropriate medium to distribute your message? Does it fit your brand? Do you have someone in place to manage these tools once they are in place? Do you even know how to manage these tools?

These are just a few of the questions your marketing team should be asking when considering how to use Web 2.0 to promote your business.

Please, don't just start a blog just to blog. Don't put up a MySpace page and never got there or add anything new. Don't put a video on YouTube and not promote it elsewhere.

Think creatively. How can you blog in an interesting way that will engage your target audience? How can you make use of social networking beyond sending messages and adding friends?

Every company is different and not every tool is appropriate for every company. Bottom line: make sure you thoughtfully engage these tools, bring in someone who really understands them, set goals, create accountability, and measure the response. Then you'll have a much better chance at success with your newfound investment.