Truth or dare. We dare you—CMO, brand manager, PR-communications specialist, CRM manager, or whoever you are—to have your company authentically enter into the innovative realm of online social media, the world of Facebook and other networking sites—or as it is known in shorthand, “Web 2.0.” Not ready yet? Afraid you won’t have control of what happens? C’mon, we double dare you. Still, not that daring? OK. If you won’t take the dare, you have to tell the truth. Is your company customer-focused? “Yes, of course,” you answer without thinking. Seriously now, be honest.