Web 2.0 finds its pay day - or not

Marketing Magazine reports that McKinsey has given corporate Boards comfort that there has been a positive ROI on Web 2.0 spend.

However a careful reading of McKinsey's research suggests that a conclusion rather better supported by the evidence is that payback "is hard to quantify", as one of their respondents opined.

GOM is not at all averse to social media, being an experimenter and contributor in several domains, with followers numbered well into double figures.

To assess whether Web 2.0 has really found its pay day, perhaps we need to look at how much each corporate has spent to date, and what outcomes have been obtained in terms of contacts made, the measurable impacts on corporate reputation and - heaven forfend! - products bought.

Some rigorous comparisons against espoused business case wouldn't go amiss, either.

Maybe it's too early to start thinking about pay days.