Or: Are you really ready for the rise of DIY media?

We'll let others hash out if Web 2.0 is the right term for what is happening on the Web right now. What is already having an impact on the way we do business is the arrival of the remixable Web, with the 'audience' now taking an active role with their own DIY media tools. Blogs, sure. But also homebrewed podcasts, shared & tagged photo libraries, and now, today, word of YouTube (flickr for video). With tools like Technorati & del.icio.us, these do-it-yourself media creations find their own audience. And quickly.

What's your plan for listening in and responding to this multitude of voices?

Silence is not a sound strategy. Exhibit A: Dell. When Jeff Jarvis started having trouble with his Dell, he naturally started talking about it on his blog. As the problems dragged on, he amp'd up the volume. Eventually, 'everyday folks' (read: not obsessive bloggers) were overheard talking about the Jarvis issue and saying they wouldn't buy Dell.

That conversation spread and spoiled potential Dell sales. (Spurring a Dell Cluewatch feature as a not-so-nice byproduct. Others continue to pile on -- like IT services provider Architel who just blogged the other day that Dell servers aren't holding up for their clients over the long haul.)

Dell's online response? We're still waiting. While Dell sits on the sidelines, the conversation continues on without them.

Exhibit B: Vonage. During a massive outage the other day, they had no quick way to broadcast a response to the online chatter that was developing. They were getting Dell'd.

Exhibit C: Kryptonite.

Enough cautionary tales. How can you use those DIY media tools for good?

• Take an open source approach to your marketing. Alex Wipperfurth (who wrote the book on what he calls Brand Hijacking) would counsel you to 'scrap the focus groups, fire the cool chasers and hire your audience.'
• Give em something to talk about. If information wants to be free, the new tools make it easier than ever to spread your memes. Compare the Netflix amateur presence online with an amateur Blockbuster-focused site. Who has the evangelists working for them?
• Host the party. Cobrandit is a new idea for an agency, inviting everyday consumers to contribute DIY media bits to showcase the real impact brands can have.

Sometimes, the amateurs even turn pro. Alex Muse started his own DIY media project -- a reality tv show called MotorSport Ranch, which followed a few members of a Texas country club built for car racing enthusiasts. He taught himself how to produce the first high-definition reality show, used LinkedIn to find people to work with and pitch the show to, sold the pilot to INHD and is now negotiating for additional episodes and distribution in Asia. All because the tools are available, knowledge is easily acquired and connections are simpler to come by.

The people are ready to post, tag, subscribe. What are you doing?