I just got off the phone with a retail CIO -- someone who really understands how to make Web 2.0 technologies work in the enterprise -- who told me how they're scrapping a blog approach for franchise updates and going instead with a wiki/RSS combination that is catching fire. He asked for anonymity because he wants to be selective about who knows what they're working on, but if you're interested in connecting with this CIO, post a response here or shoot me an e-mail at bgillooly@cmp.com and I'll make the connection. But here's what they're doing and why...After trying a blog approach to keep store managers informed about sales promotion updates and inventory info, this CIO says they switched instead to an wiki approach that, essentially, keeps one version of the truth posted for everyone to see and doesn't require resource-strapped store managers to keep checking back and scrolling through posts to find marketing gems they can use (yes, I'm listening to him -- and you -- for ideas on how to keep evolving CIO Nation so it maintains the highest level of usability and value).

Store managers keep, say, promotional text or catalogue entries updated on the wiki with feedback that enhances the customer experience. An RSS capability keeps the managers alerted to important changes.

Store managers claim the new approach, which has been in place for a few weeks, is already resulting in tangible ROI and a pickup in same-store sales.