Web Channel Needs Dedicated C-Level Executive

ZDNet on November 20, 2006

Riffing on the recent announcement that General Motors is creating a virtual auto dealership in Second Life to sell make-believe Pontiacs, ZDNet blogger David Berlind calls the move "pure brilliance" and wonders whether companies should think about adding a new C-level position, a chief Web officer who would be tasked with proactively selecting the right Web opportunities. The exec would evaluate blogs, podcasting, MySpace, YouTube, Facebook and other Web-based communication channels. Though not all Web initiatives like GM's Second Life venture will succeed, he says, companies that ignore them will risk falling behind more creative competitors.