Happy 40th birthday to the Internet! While its true moment ofbirth has been debated (as has been who created it–Al Gorenotwithstanding–or even what it is exactly), many accounts put thedate at Sept. 2, 1969, when a team of engineers developed theARPANET. On that day, the scientists established the first networkconnection between two computers, introducing a new method ofglobal communications. Most likely, they didn't have a clue aboutwhat was to come.

And to some extent, we still don't. Hot technologies quicklycool when hotter ones hit the Web. MySpace was all the rage, thenFacebook, now Twitter. Who knows what's next and when?

Recently, I came across an article called “Managing Beyond Web2.0,” intriguingly subtitled “Companies should prepare now for theday when Web 2.0 morphs into Web 3.0,” from McKinsey Online. Theauthor is Donna Hoffman, a University of California professor whoconducts research on Internet strategy and online consumerbehavior.

She proposes executives follow a model dubbed LEAD (listen,experiment, apply, develop). Step one is to listen–have a formalprocess to monitor what customers are saying. In addition,companies must adapt quickly to new digital environments andactively engage consumers. “A social Web presence that is tone deafto a customer's needs augurs rough times ahead,” warns Hoffman.

As for step two, Hoffman advises to start with simpleexperiments–perhaps an online community for customer feedback,collaboration, and “cocreation.” Step three applies the experimentto a bigger stage and measures the impact. The last step is todevelop integrated marketing programs using the Web as more thanjust an advertising channel.

The wisdom in this advice is self-evident. Doing nothing iscounterproductive. Allowing skepticism of newfangled socialnetworking tools to keep a company out of the game means onlyhaving that much more to do to catch competitors. Equally, doingtoo much raises the specter of sizable failure. Doing just enoughmeans gaining experience at a juncture when trial is acceptable–andseveral insurers currently are doing exactly that (for more, see“Reach Out”).

I helped launch an online news service in the late '90s–a timewhen such things were so brand-spanking new the “help wanted” adscouldn't specify “only the experienced need apply.” There were nobest practices nor metrics for return on investment. While a littlescary, that was the best time to learn what to do–or not–just likenow.

What form Web 3.0 will take still is unclear. But what iscrystal clear is the only way to get there is to be on the Web 2.0journey and not be among those who will stand idly by, waving
from the dock. Those companies unwittingly are bidding theircustomers good-bye.

P.S. In the spirit of practicing what I preach, please follow meon Twitter!