Web 2.0 Inbound and Outbound

Been thinking more about how we incorporate Web 2.0 into our marketing efforts. When we think about Web 2.0, we need to think in terms of both inbound and outbound efforts. What do I mean by that? IBM blogs or forums like Developer Works are inbound. We are trying attract people to participate in communities that we are building. Outbound on the otherhand is about participating in or leveraging existing external communities whether it's a blog on server security or video channel of email how to's. I don't think that one approach is inherently better than another, but believe that we need to be focused on both and that the experiences we gain in each will have benefit to both. The key is understanding and gaining experience on how we participate. How do we react when the content is positive? What can we do when the content is negative, or innacurate or both? We need to start exploring and experimenting with the social boundaries of "corporate" and individual participation in these communities.