The more important question is how. I’ve been commenting on functionality and suggesting someone (or some ones, a team, a collective brain) needs to consider all the participating and nonparticipating voices.
In the beginning, someone needs not to moderate — which implies control — but to tease out the ramifications of the process, which is part of why I created www.writingforweb20.com. Though we see new media online — vidcasts, podcasts, online communities, blogs incorporating multimedia — primary ways to communicate and prioritize information online consist of tagging, coding, and posting, all forms of words, of language, of writing. Thus, we build relationships through writing, through words. But due to the very nature of blurring boundaries and titles and communities (is a blogger a journalist or a consumer or neither or both?), writing for Web 2.0, whichever side you’re on (be it corporate, PR, consumer, indie, etc.), would touch more people if consideration for multiple audiences were considered.
As someone who has hand-coded Web pages and Flash animation, written from different perspectives (internal corporate pieces, PR pitches, B2C, features), and participated in online and physical DIY and indie communities, I want to help your company explore and navigate writing for Web 2.0.
If you think the important question is if you should enter social marketing, you might agree with Strumpette.
