I'm a marketer and a social media ‘worker' so I tend to look at the global process. The following tips are intended to assist you:
If you have no RSS built into your site and call your press releases or news or opinion articles on your website a blog, that's just false advertising. There's a reason that major publishing companies are building their websites using blog platforms with built-in RSS... think about it.
Embracing Web 2.0 marketing concepts shouldn't be tough; they're just a natural extension of the age-old pillars of brand-building in a different, exciting space. Pay attention to the details, be honest, be creative.
Most of all, remember that Web 2.0 is not about the tech; it's about the people. Communication has always been about people talking to people - that will never change.
•Adapted from original blog post published on 6 November 2008.