Like it or loathe it, Web 2.0 is here to stay.
According to a survey in the latest issue of the McKinsey Quarterlyit's providing some serious business benefits for adopters.
Some 69 percent of respondents to the consulting firm's survey "report that their companies have gained measurable business benefits, including more innovative products and services, more effective marketing, better access to knowledge, lower cost of doing business, and higher revenues."
Clearly, then, we've gone beyond the buzzword stage, and entered the realm where harnessing technology is an essential element of good business practice. And the good exec—or wannabe exec—will likely have a skillset that includes the ability to utilize and champion these technologies; the McKinsey report clearly indicates that successful adoption of Web 2.0 technologies throughout a company is greatly dependent on senior leaders modeling or championing them in the workplace.
While it may be tempting to dismiss emerging technologies as fads that will likely pass, most of the advances that McKinsey places under the Web 2.0 heading seem like they're going to be around in one form or another for years to come. It's difficult to imagine the world shutting the door on video sharing, for example—a technology cited as the most widely adopted 2.0 application by a majority of the 1,700 execs surveyed.
The second most widely-adopted? Blogs, closely followed by RSS tools and social networking sites.