How can enterprises get out of the mistaken Web2.0

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I received a message in the mail, the title is: 2008, 93% of the site has increased the Web2.0 function. This information points out that half of the companies plan to add Web2.0 functionality to the site over the next 6 months to enhance the site's user experience. 93% of companies plan to do the same in the next year.

Why do you care so much about this information? This is because more and more businesses are developing communities and adding Web2.0 functionality to their sites, and their practices have not caught the attention of users. They are all swarming with similar moves. Enterprises in the development of Community content, not from a long-term perspective, to provide users with real interest in things.

Even the headline I received was a bit exaggerated. The Web2.0 functions listed in the information include Exchange, 360-degree browsing, personalized information and scrolling browsing. So this information makes Web 2.0 meaningless, and one of my friends calls this web 2.0ver.

Other figures also illustrate the huge changes that are taking place in the industry, where people are talking about Web 2.0 in a different way. For me, these phenomena can be summed up as "participation". Technically, its essence is the same. But in the midst of the user, all this has changed dramatically, and dramatic changes have taken place in the last two years.

What does this mean? I consulted with the community media expert Ryan Turner. He talked about the phenomenon of the view, the enterprise blind measures to face the risks.

He pointed out: "The real risk that the enterprise faces is the transformation of the communication mode of the website to the participation and the rational mode." In this model, the network is a real business channel. This kind of transformation has the huge influence to the enterprise, it requests us to reconsider the website channel strategy, the plan and the management and so on. It needs new technology and so on. ”

At the same time, he also talked about the enterprise in the process of transformation of the Web site risks and existing problems.

--a tool-centric approach. Now, people are keen to use some popular tools to build communities, develop brand services, and launch metrics, browsing, reviews, wikis, discussions, chats, RSS, SMS, IM, blogs, geeks, Mormons, podcasts, video blogs and more. None of these things is really a community. Community sites are made up of interconnected users who develop and share products and services. Developers must be aware of these services from a strategic level, not simply through technical solutions.

Cannot plan ongoing activities. Most people don't take into account the activities that are happening or the current needs of the users.

--Complete the task to complete the task. Enterprises need to ask themselves whether they have done all the customer's response, whether there is a prospect. Do people really want to be part of it?

Lack of effective assessment. We need to accurately assess the criteria for success and determine the best way to measure success. In general, enterprises do not have an effective evaluation method.

Most importantly, Web 2.0 sites must be able to bring value to the core services of the enterprise. Microsoft's art of office has been successful because it provides Mac users with more resources to take advantage of documents. This is also a problem for marketers to consider, as well as some value in terms of transparency and access. Establish an open communication channel with your customers to see what happens.

It takes time to think carefully before you bury yourself in a social network and add Web2.0 functionality. You have to ask yourself, are you doing everything that businesses and users really need? Or are you just trying to be trendy?