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The "real" Enterprise 2.0 is not a technology or marketing plan, but the reinvention of the enterprise itself. It's a rethinking of the structure, process, culture and even, in some cases, the very purpose of the enterprise. With technology erasing barriers to participation and communication, we're seeing a change in the nature of how we go about running an organization.

""…we talk about technology and get excited about it, but changing processes is the only way to get productivity … so I think you've got to align with people who can help you with process and cultural change because those will trip you up or prevent you from getting the technology benefits"."

Customer-centricity or getting closer to customers is often the focus of many executive meetings I attend these days. The question always arises, "how can we use new media to get closer to customers?" The answer is not, develop a social media strategy to start engaging with customers. The answer is, change.

Social media is most transformative when used inside the company, says Web 2.0 expert Leon Benjamin - and the implications are far reaching...