Corporations Like Web 2.0 But Not Blogs. They're Afraid Of Their Own People.

Bruce Nussbaum

McKinsey is out with a Global Survey that shows business execs love user-driven collaboration, especially peer-to-peer networking, web services, social networking, podcasts, wikis and RSS feeds. But execs do not like blogs very much. They say they do but they aren't investing in blogs.

Only 16% of the companies surveyed said they were investing in blogs, compared to 63% for web services, 28% for peer-to-peer networks, and 19% for social networks.

78% identified web services as the Web 2.0 technology/tool most important their their business.

McKinsey doesn't try to analyze why execs aren't investing in blogs as a Web 2.0 tool but I will venture to suggest that most managers are afraid of blogs. Very few blog themselves and when they do, it runs through the marketing or PR departments. Managers in general still worry about loss of control with blogs. Letting their employees and consumers into the conversatohn and allowing them their say frightens them.

That's a huge mistake. Check out Jeff Jarvis' post about Dell. He and Dell got into quite a pushing match some time about about his terrible experience with a Dell laptop. He triggered a major rehaul at Dell that included building blogs and consumer conversation sites that helped the company remake itself and its reputation.

The great challenge to companies these days is to learn how to let consumers in, how to open a conversation with them that is honest and real. It looks like lots of managers have yet to get that signal. Wait until they get their own Dell Hell.

Before it's here, it's on the Bloomberg Terminal.