Potential of web 2.0 in the corporate world when you don't have a product to sell

I feel like most people are getting how you can use 2.0 tools to promote a tangible product. Zappos is a great example. There are many more out there. This trend been slow to move into the consulting world. There are 2.0 opportunities to encourage staff as well as client engagement. These principles really are quite similar to what mainstream brands we are doing.

Use	Possible Tools
Managing staff knowledge	Wikis, other CMS, Twitter i.e. Puget Sound Partnership
Supporting public involvement	Facebook, Twitter, Wikis i.e. Edmonton City Centre Airport
Competitive intelligence (competitors & employment prospects)	LinkedIn, Facebook
Marketing your brand	Facebook, Twitter i.e. Pizza Hut

It is surprising that even the 2.0 darling of the PNW A/E industry, WSDOT, has integrated barely any of the 2.0 technologies that their communications department is actively using into their project pages .