An interesting article in the McKinsey Quarterly on Marketing in Web 2.0 (social web).
Bottom line, the social web is a SEO tool to drive traffic to your website (good example of GSK’s Ally). Article archived here.
McKinsey also continues to champion the idea that Web 2.0 is primarily an internal/partner collaborative communication tool (rather than marketing communication tool) that can be used to breakdown communication silos. In the world of marketing communications – McKinsey endorse the Sloan Center for Internet Retailing LEAD strategy (listen, experiment, apply, develop) for social media marketing.