It might at first sight seem a little strange that IBM has been bitten by the Web 2.0 bug. After all, Big Blue is better known for more serious and traditional IT endeavours. But the work of its Emerging Technology Services group is further evidence that Web 2.0 is very much here to stay, in enterprise as well as consumer environments.

There is little doubt that wikis, blogs and all the other tools at the forefront of this burgeoning technology movement can generate real value. But it is equally vital that firms appreciate the potential pitfalls.

The idea of companies allowing their customers to build communities around the organisation, and participate in social networks with employees and external experts, is laudable. It could give businesses a competitive advantage, and help build brand loyalty and web site stickiness – the X factor so many online merchants crave.

But the success of social media rests precariously on the willingness of customers to participate, and customers are just not that predictable. In the rush to embrace Web 2.0, it would be wise to have a plan B.