Please take a moment and check out my guest post at Drew McLellan's blog today when you have a moment. The topic is creating a solid 1.0 digital foundation before moving into a 2.0 world.
A quick excerpt:
Pardon the idiom, but if you don't have your marketing ducks in a row it's hard to make a move into emerging media.
Too many companies try to jump to Web2.0 and skip many important steps in the process. This makes for a hard sell internally and an even more awkward transition.
This post focuses on what you're already doing online and how to make a smooth transition to 2.0.
Here is the link to the post. Thanks Drew!