Honestly, read this. It may prevent you from going into that wrong direction you're up to now.

This is Yoshi. He's not a toad. I like him but he belongs to Nintendo.

So you may read this because you really want to get into this exciting Web 2.0 thing and hope there is some *kaching* in for your company or agency. Because all the marketers talk about. Or agency heads. Or you client asks for it. Whoever of these you are you should definitely read this, this and this. It's true and simply common sense. And over all it's written by a very smart guy who knows what he's talking about. Go there, lean back in your othopaedically shaped chair and soak up what Marcus has to say.