The writers do make the point that naturally, the use of web 2 tools with customers won’t work for all organisations. There are some things better suited than others for online conversations.

And though the book is filled with lots of examples of organisations where it has worked (e.g. Lego, Dell, BearingPoint, eBags), they recognise that figuring out what will work with your own customers is the biggest challenge.

They have good suggestions for these types of organisations, like using closed communities and paying selected customers to visit them and talk.

And creating communities around topics rather than the products concerned (e.g. a tax community rather than an Intuit user community).

I agree its the most difficult part, though – figuring out how to get the customers who use the tools generally, to use them to talk about things that will help you.