I think cross platform APIs are particularly interesting as they not only will make multiple accounts easier and cheaper to maintain as you suggest, but I think they may also remove some of the mass migrations for one social space to another that we currently see. I may be wrong but I think that as people build their own amalgamated spaces, it will be easier simply to integrate the next big thing into your own custom space, rather than effectively relocate there.

Also, if cross-platform APIs like OpenSocial (http://en.wikipedia.org/wiki/OpenSocial) take off the time cost of keeping several accounts up to date could fall dramatically, which might encourage more marketers to take the plunge.

I would not naturally hang out on Twitter in the way I do on Flickr, but many of the people that read this blog or are in the field this blog relates to are on Twitter, so I have made it part of the strategy as to where I invest time.

I also agree that you can’t simply pass it off to a third party in its entirety – personal authenticity and contacts are at the heart of this.

The point of the post about Twitter ages ago (and it’s relevant to the case in hand) is that Web 2.0 technologies are tools like any other – if they have a business purpose then great, if they don’t then don’t waste your time with them and I think Vicky makes that point in the post.

I’m sure we’ve all come across occasions where businesses seem to be making a decision to implement technology because that it the thing to do but with no clear business idea behind it. I’m sure we saw it when companies were first getting internet sites (and then not knowing what to do with them) and I’m seeing it now when companies say things like, “Yes! It’s business objective no. 1 to be in Second Life!” (and then wondering what naked humanoid rabbits have to do with their company).

The bottom line, for me, is that Web 2.0 is one element of a still very complicated marketing mix (I’ve a post in the pipeline about this following a major project we did recently). Ignoring Web 2.0 would be as silly as ignoring, say, product quality. Web 2.0 can’t fill a gap where there should be a business strategy but it can certainly enhance that strategy when there is one.

I still don’t like Twitter though.

Another great post. I’m making some useful contacts online through seemingly time-wasting activities like Twitter. (See previous TT posts!).

The most difficult thing in the early days is to quantify your returns on investment as you build networks and learn about your sector online. How much time you spend will depend, as you suggest, at least in part on how much you enjoy doing it. Many people love doing their own PR… others prefer to spend hard cash rather than time getting someone else to do it. What you can’t do is ignore Web 2.0 or completely pass it off to a third party.

More soon on our initiative…. probably after Tuesday… helping businesses do some of that juggling.

Averages are wonderfully misleading things – in order to offset the industrial users like us there be several dozen people online for 10 minutes a month.

David hinted you had news – I’m hoping there’ll be a Tracking Tourism exclusive!

Again a very interesting article (as always!) and as my name is mentioned above, I obviously must reply!

Funny enough in the last week I had an interesting conversation with David Sim about what we can do for businesses wanting to capture the opportunities of web 2.0

I’ve found that there is a lot of talk on the importance of web 2.0 but nobody offers a solution for businesses…. We do!

Watch this space as we’re really excited about our new web 2.0 services for Retail and Tourism businesses.

You will find David’s reply here soon too or maybe he beat me to it

PS to answer your question on how to juggle my time, I can say that my time spend on the internet is far above the UK average! I’m a sad person really…