In an era where customers openly compliment, criticize and discuss your services and products, and thousands of other viewers read these comments, getting into Web 2.0 marketing can make even the tough skinned shudder.

However, love it or hate it, Web 2.0 is here. If your business is online, which it should be, you can choose to ignore the Web 2.0 movement or choose to embrace it.

You may not be able to control messages being published by your audiences, but you can influence the conversations by actively listening to and participating in and learning from them.