Web 2.0 used by half of enterprises - does it pay off?

That is the question asked by researchers in a new report which found 54% of enterprises and more than 70% of companies with fewer than 500 employees are using blogs, RSS feeds, social marketing and online video to reach out to consumers.

by Kristina Knight

Blogs are the most-used Web 2.0 feature along with communities, wikis and RSS feeds. 44% of firms said blogs are their most successful Web 2.0 measure, followed by communities (42%). Nearly all enterprises said that all of their Web 2.0 efforts have been successful and 83% say there are no clear failures with these new measures. However, because many of these companies have limited resources to continue deploying more new features, some expect that Web 2.0 will remain stagnant in the future.

Companies report they have more consumer engagement and increased brand awareness since deploying their Web 2.0 platforms.

Are the Web 2.0 features being used correctly? It appears that they are from the success rates that companies are reporting. However some experts say companies need to have a plan for how the different platforms - blogs, communities and video - will be used in the present and future before deploying any efforts. By having a plan, businesses can determine which features will be most effective which is important because websites can become bogged down with too much "stuff". If sites take a long time to load, consumers will skip them and move to the next site. Having a clear path indicating which platforms will be most useful can help websites remain easy to navigate and easy to load.

Tags: blogs, communities, online video, RSS feeds, web 2.0

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