The most recent     McKinsey Quarterly Business Journal details     Six Ways to make Web 2.0 work.

"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......"

The Team from McKinsey have provided some thoughtful insights gathered from over 50 firms and organisations over the past two years to show how they have approached the adoption of Web 2.0.