"Web 2.0 tools present a vast array of opportunities—for companies that know how to use them"

This McKinsey article is a need to read not only for Internet researchers or marketers but for anybody who is interested in looking at the Internet from a new perspective.

"Technologies known collectively as Web 2.0 have spread widely among consumers over the past five years. Social-networking Web sites, such as Facebook and MySpace, now attract more than 100 million visitors a month. As the popularity of Web 2.0 has grown, companies have noted the intense consumer engagement and creativity surrounding these technologies. Many organizations, keen to harness Web 2.0 internally, are experimenting with the tools or deploying them on a trial basis."

In this article, McKinsey provides six management imperatives that determine the outcome of efforts to implement these technologies. "Web 2.0 tools present a vast array of opportunities—for companies that know how to use them."