eager for Web 2.0 uses

These headings from from a blog reflection on article about Web 2.0 (interactive Internet) uses in business, but by extension, too, in schools that rehease these skills among young people. I see an OUTREACH application.
 
<> A tool-centric approach.
...tempting to "build community around the brand" … None of these is really community. The social Web is comprised of people, relationships among people, and the things people create and share. ...strategically about their offerings, not be swayed by the purveyors of technology "solutions."
... the technologies are not the "game plan."
=====> For outreach this means: Efforts on producing events and other programming are only a vehicle (the means), not the final outcome (the end goal).
 
<> Failure to plan for ongoing engagement.
[emphasis on the visible product, but] forgetting the need for effective support, professional development, and curriculum modification.
=====> For outreach this means: intangible things like networking, rapport, derivative work and tracing out the implications and applications from events and other programming are equally important and therefore should be estimated, documented and credited.
 
<> Doing it for the sake of doing it.  
...without careful planning related to educational objectives. I have heard of teachers simply setting up networks on MySpace with no real educational objective in mind and clearly no concept of the potential concerns.
=====> For outreach this means: focusing on the sizzle, not the meat (i.e. preoccupation with the event planning and reporting can overshadow the real goal, which is informing and changing of attitudies and awareness).
 
<> Failing to measure.
...define what success looks like and determine the best way to measure that success. And a corollary to that: misunderstanding how to measure.
=====> For outreach this means: Beyond a verbal statement of mission, perhaps a visual representation would be helpful, too. And to scrutinize the assumptions built in to each type of measurement/record-keeping is a worthy task, too.