Too much technology, not enough strategy

Jason Burby has written a terrific column in ClickZ about adoption of Web 2.0 by business. He writes, “In my opinion, companies focus too much on the individual technologies and not enough on the overall Web strategy of connecting a business, customers, and prospects. To build a successful enterprise Web 2.0, spend time to define what success means to you and how you want Web 2.0 technologies to change the ways you communicate with your customers, prospects, and partners.

“….make sure you aren’t just reviewing the coolest, newest technologies that everyone thinks every company must have. Instead, take the time to determine the strategy and forecast out the way these new offerings will impact your audiences’ behaviors, attitudes, perceptions, brand loyalty, etc. Think more strategic. Think about the impact, and not finding a use for a new technology.”