Business 2.0 at University of Bedfordshire

The Wall Street Journal interviews 30 business executives to find out the best ways to use 2.0 technologies for marketing an organization. These managers who are experimenting with social media tools have identified a set of principles for engaging consumers through these applications. The Secrets of Marketing in a Web 2.0 World is a multimedia article chock full of relevant tips such as:
Don’t just talk at consumers — work with them throughout the marketing process.
Give consumers a reason to participate.
Listen to — and join — the conversation outside your site.
Resist the temptation to sell, sell, sell.
Don’t control, let it go.