Web 2.0 technologies can be a powerful lure for an organization; their interactivity promises to bring more employees into daily contact at lower cost.

When used effectively, they also may encourage participation in projects and idea sharing, thus deepening a company's pool of knowledge.

They may bring greater scope and scale to organizations as well, strengthening bonds with customers and improving communications with suppliers and outside partners.

For more details and links to McKinsey report on business uses for Web 2.0 see How Companies Are Benefiting From Web 2.0 (Forbes).