I'm really tired about hearing about brand awareness, community, sentiment analysis, etc... from companies that have no culture of sharing INTERNALLY. Ask most of the companies that are investigating their "2.0" strategy about how they share internally, and they will tell you email and office attachments. Companies need to start thinking Enterprise 2.0 as much as they do Web 2.0. They need to provide their own employee's tools for sharing, profiles, micro-blogging, wikis, etc. Once a company has an internal culture of sharing, they are far better prepared to be successful externally.