Today's internet marketers have become more remote physically from the public. With the explosion of social media today's marketing leaders have been able to expand their frontiers into new ways to reach out to important clients. Internet marketers have a chance to reach their clients on a more personal level and get into the conversation and achieve a better understanding of their market position. At the same time the public has become more familiar with how the internet is packaged to them, and have responded with annoyance to managed websites that fit into their prepackaged internet. This should be a case on why you would not get involved with this form of communication for the sake of doing it, and will have negative effects on your business.
Companies must understand that putting up a Facebook page and clicking on employees to have their fans, then leaving, is a half hearted way to advertise, and will haunt you in the end. Its about consistently putting out good content, LISTENING, and reacting properly to the endless conversation that has become of the internet. For companies to utilize "Web 2.0" to become relevant leaders in this form of communication, they will have to express interest and listen to people on a personal level with multiple points of view on their company, then be able to quantify the results. With proper use of this media they will be able to achieve success in directing consumers to company activities on a level that has never been seen with this kind of efficiency. They may use this to compete with rival companies but must understand, that this could backlash and cause disdain for their company. With the help of young professionals, any company can utilize these tactics to achieve remarkable understanding of their consumers through online community building around one message, YOUR BUSINESS.