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

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

Recently, I came across an article called “Managing Beyond Web 2.0,” intriguingly subtitled “Companies should prepare now for the day when Web 2.0 morphs into Web 3.0,” from McKinsey Online. The author is Donna Hoffman, a University of California professor who conducts research on Internet strategy and online consumer behavior.

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

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

The wisdom in this advice is self-evident. Doing nothing is counterproductive. Allowing skepticism of newfangled social networking tools to keep a company out of the game means only having that much more to do to catch competitors. Equally, doing too much raises the specter of sizable failure. Doing just enough means gaining experience at a juncture when trial is acceptable–and several insurers currently are doing exactly that (for more, see “Reach Out”).

I helped launch an online news service in the late '90s–a time when such things were so brand-spanking new the “help wanted” ads couldn't specify “only the experienced need apply.” There were no best practices nor metrics for return on investment. While a little scary, that was the best time to learn what to do–or not–just like now.

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

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