Ask service business leaders what Web 2.0 is, and you're likely to get answers ranging from the next generation of Internet technologies to the sequel to E.B. White's classic
Charlotte's Web.Except for a handful of large, innovative services firms and marketing companies selling Web 2.0 technologies, I see very few professional service businesses embracing Web 2.0 in any meaningful way. For all of you who aren't paying attention to Web 2.0, or for those that still think the World Wide Web is ancillary to your core business operations, take heed: Web 2.0 isn't going away. (Or, at least won't go away until someone decides it's time for Web 3.0, Web p, or something else.)
This month's BtoB Magazine has a solid article on Web 2.0. In it, they describe Web 2.0 as follows:
In practice, Web 2.0 features include blogs, podcasts, shared news social networking, wikis and other technology-based capabilities that allow users—businesses or individuals—to connect with and learn from each other.
In my experience, I see service businesses falling into 2 categories when it comes to Web 2.0: Either they embrace it or they don't.
Some drink the punch and use the web extremely well to market their businesses. I think Forrester Research does a good job of this. I especially like Charlene Li and Josh Bernoff's blog. Then again, it's their business to understand this stuff. There are also a number of independent consultants doing a great job of this. Visit David Maister's site to see a consultant who truly gets it when it comes to using the web the right way for a service firm.
Yet, I'm hard pressed to find examples of accounting, consulting, engineering, law, and other professional services firms who aren't fumbling all over themselves when it comes to using websites, web technology, and the Internet in general to their advantage.
More often than not I see:
- Overall lack of Internet strategy
- Outdated websites that either focus too much on graphic design as the be-all end-all on the web, or, on the other hand, look horrible
- Poorly written, inconsistently delivered e-newsletters that provide little value or worthwhile thinking
- Weak use of intellectual capital vehicles such as articles, white papers, webinars, and seminars
- Little or lip-service attention to search engine optimization
- Little attention to response mechanisms or conversion actions (i.e. getting visitors to engage contact with you in meaningful ways)
- Ill-conceived, ill-managed, and abandoned blogs
The web can be such a powerful way to connect with the world as well as generate leads and build brand. It's an advantage waiting to happen. To make any headway on the web, like everything else, takes passion, time, money, and the true interest of the leadership.
I see a lack of commitment for all four at most firms. Why do you think that is?
Know of any service businesses you think get it right on the Web?