Quite a few people have felt that Web 2.0 isn't just about creating flashy (or Ajaxy) little widgets. Or just another mashup of Flickr and Yahoo Traffic or tracking your favourite satellite using Google Maps. Here's one article which is about how Web 2.0 can be used in organizations to harness innovation:
But what if you're working in a marketing department for a company as big as British Airways? Making yourself heard isn't going to be easy. Getting things done is even more difficult.
While it is true that the article discusses the essence of Web 2.0, it is also true that the tools and applications that come under this new wave are just as useful. To start with, most companies have their internal network and can quite efficiently run these new tools. Collaboration, to start with, has become a standard feature of any web-based application. The power of collective intelligence can be put to very good use that way. Tools can also be used to digg or bury ideas :) The result is that:
They can learn to listen to their colleagues.
They can fast-track feedback, and streamline development cycles and processes.
Think CRM. Think RSS feeds. There are a host of other tools that can be put to good use, much more than merely toying around with them. (Nothing wrong with the toying part, of course, it's fun-work) As the author says, if organizations were to do that, Web 2.0 is all about:
making feedback loops easy to use, and making it work simply and easily where it really counts â€“ with your users / employees.