Brands are splashing their cash on Web 2.0 tech like blogs, podcasts and user-generated content, but is their investment paying off? And is anyone brave enough to ask that question right now? Neil Morgan from Omniture Revolution is, over on Brand Republic:
"If we are to avoid a second boom and bust, we need to be sure investment in user-generated content has a positive impact on online business. Most companies measure hits to their site or page views, but few measure the impact of web 2.0 applications on business objectives. Are they investing in applications that don't deliver?"
I'm sure many of the Web 2.0 investments are well thought out and carefully monitored, but with so many technovangelists out there, there are sure to be some misfiring campaigns too.