Customers are more vocal than ever before, thanks to blogs, wikis and other collaborative Web tools. Some firms are successfully enlisting consumers to promote their brand; others have seen their strategies backfire in embarrassing ways. Our special report explores the potential—and the pitfalls—of customer-created Web content.
Putting Customers To Work
Coke, Chevy and Smirnoff are among the megabrands that are using technology to let customers deliver their marketing message.
Advice to Marketers: Beware of Blogs
Marketers are finding that personal weblogs are tempting tools—but done wrong, a blog is like a digital foot in the mouth.
Tapscott: Success Will Come From Trust, Shared Information
In the new world of business Webs, open networking built on trust will beat out closely held proprietary resources every time.
Are CIOs Ignoring Web 2.0 Technologies?
Users are taking the plunge into blogs, RSS, podcasts, tagging, and Wikis. But many CIOs have cold feet about letting users try out new, innovative technologies.
Related Stories:
Wikipedia Founder Pitches Openness to Content Managers
Q&A: Allowing employees to work on sensitive documents without a series of strict controls isn't as dangerous as corporate knowledge managers think, according to Jimmy Wales.
Expert Voices: Dave Winer
A pioneer of RSS, blogs and podcasts looks at what's next.
Too Many Blogs Spoil the Party
All the hype around blogs in the enterprise obscures some nagging questions about the reliability of blogging services.
Web Politics 2.0
In a year when online campaigns showed great potential, the election results proved that Web marketing still has some growing up to do.
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Special Reports 
