“Markets are conversations. Markets consist of human beings, not demographic sectors. Conversations among human beings sound human. They are conducted in a human voice. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.” The Cluetrain Manifesto

Introduction:

It has happened.

Hundreds of millions of people throughout the world have made the switch to web2.0. They are participating in global and local conversations about anything and everything.

They are your customers, employees, shareholders — everyone. If your organisation is not committed to engaging with the world through this powerful new medium you are going to get left behind as the old communication tools lose their relevance and effectiveness. If your means of communication is out-of-date, so is your organisation.

So stop making excuses. Embracing web2.0 is easy and it is liberating. You have nothing to lose but boredom.

The traditional means of communicating with audiences — such as employees, customers, investment communities — have relied heavily on print-based documents, email or static Internet websites. ...

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Your organisation and web2.0
Edition 3.1
Trevor Cook & Lee Hopkins

TABLE OF CONTENTS
Introduction 1
Australian organisations: the state of play 4
Enterprise2.0 6
A note on strategy 7
Why blog? 8
Web feeds (RSS and other geeky stuff) 10
Some corporate blog examples 13
Podcasting for business 15
Twitter and Jaiku 19
Facebook 22
Second Life and 3D virtual worlds 27
Wikis 36
Blog writing tips 41
Where to go to get started 45
Want more help? 47

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