"Web 2.0 " has been swirling around for a few years now, and like many other buzz words companies are trying to figure out how they can make this latest internet fad work for them.

While there are many reasons why online communities and social software fail, one of the most common missteps is treating these as fire and forget solutions.  That a social software project can be launched, and without any additional effort, you will have a thriving user base of a few thousand happy active users in no time.   The two major areas where most attempts fall short, which need to be addressed and planned for in advance are; Participation and Moderation

Many companies put communities and other forms of social software out there to support their brand, or as a place for their loyal customers to congregate, talk and celebrate. But these initiatives lack any strategy to maintain a regular presence on their own community, which is ultimately self defeating. Not only will this create the feeling of neglect and abandonment among users, they are not given any compelling reason to participate in the community over some other external, more engaging and better populated community.

Moderation is the other area where most communities fall short.  Most communities come with the user agreements that allows the company to wash their hands of all legal responsibility for the content that is posted there by the public. Inevitably undesired content will still be posted, and there will be individuals who enjoy provoking other members;  not only will this impact how the public perceive the company and brand, but how such disruptions are handled will have just as big an impact on perception.  Additionally, moderation alone does not count as participation, the intent and purpose are distinctly different.

What most companies fail to realize is the difference between social software and traditional online projects.   Where "Web 1.0" solutions could be pushed out the door, left alone until changes are required, successful social software requires perpetual involvement beyond launch.   The initial planning stages should take participation and moderation into account, not only from a technical implementation stand point, but how to be actively involved once its launched.

A guided missile is no better than a fire and forget missile  if no one is directing it.  But if it is built with the right controls, a plan on how to operate, and the people in place in the guide it,  social software can be used to greatly impact anyone's business if they are willing to commit the time and resources to steer it.