Item number three is where I believe many companies struggle with the idea of social media. You mean we are going to be accountable? You mean we can’t cover-up our mistakes any more?

Some businesses want no part of this because it’s a scary thing. They want to stick their head in the sand.

But I have news for them. There is no deciding whether or not to participate. Either a business can actively participate, or they can remain passive, letting someone else do it for them in a way they may or may not agree with. But sooner or later, everyone will be a part of web 2.0.