Six ways to make Web 2.0 work | McKinsey Quarterly
The McKinsey report Six ways to make Web 2.0 work excerpt here can help keep things in context. It's worth clicking through to read the whole thing:
"What distinguishes them from previous technologies is the high degree of participation they require to be effective. Unlike ERP and CRM, where most users either simply process information in the form of reports or use the technology to execute transactions such as issuing payments or entering customer orders, Web 2.0 technologies are interactive and require users to generate new information and content or to edit the work of other participants."