Troy Angrignon, in collaboration with ChangeThis.com, has published a manifesto on Web 2.0. Yes, there's that Web 2.0 word again, but look past it if you are seeking insights and strategies on implementing Web 2.0 programs.

I think the best point in the entire manifesto is:
Sprinkling Web 2.0 fairy dust on your marketing doesn't mean you actually "get
it." Don't try to liberally sprinkle web 2.0 words in your Web 1.0 product and service
marketing materials or you'll be hammered by the market for "not getting it."

We often see PR firms offering Web 2.0 services, but have no idea about how to implement or capitalize on the market. We are appalled every time we see it. We've been meeting with PR firms trying to get them to be authentic in their efforts by engaging in the Web 2.0 movement. Beyond having the necessary skill sets, the major reason most PR people are sitting on the sidelines is the fact they are intimidated by the tools themselves.

We're here to help. Our simple, easy online social media video tutorials, show you step-by-step how to set up an RSS reader, a blog, use scouts (Google and Yahoo News alerts, Technorati, etc.) to track the conversation and listen to podcasts.

We've been training a number of PR pros on using these tools, and it's like we just opened an entirely new world of knowledge and opportunity for them.

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