'Get to grips with Web 2.0 flaws'

1st July 2008

Companies have been urged to carefully consider the pitfalls of utilising Web 2.0 as a marketing strategy before putting it into practice.

Autonomy chief executive Mike Lynch said in the Financial Times that while applications like blogs, social networks and wikis can hold benefits for marketers, they also come with their disadvantages.

He noted that such applications were originally created with consumers in mind and therefore may not be entirely suitable for corporate organisations.

Mr Lynch highlighted the problem of setting up a company blog, which could result in law breaches related to disclosure of information if not managed properly.

However, he added: "As always with Silicon Valley's next great idea, we will continue to hear more about Web 2.0 and many hopeless start-ups will be funded without due diligence, but deep down, under all the hype, there is something there".

David Lavenda of WorkLight recently told PublicTechnology.net that businesses should be wary of setting up online communities without taking the proper security considerations into account first.