Wetpaint to Target Businesses?

According to the latest article in eWeek this afternoon, the consumer wiki company Wetpaint has now decided to move its social platform over to the business realm. Just Add Wetpaint, the new service, will allow organizations to let their consumers connect via forums, blogs, and wikis on a branded social network.

This new platform application is an example of how the enterprise is beginning to see the value and potential of Web 2.0 technologies. Ben Elowtiz, Wetpaint CEO, recently told eWeek:

“We started off focusing just on the consumer and what we found out is that brands want to get in on it, too."

Businesses are realizing that providing consumers with up-to-date information on products and services that they want is the only way to succeed in today’s digital age. Features in Just Add Wetpaint will aid in collaboration by allowing users to gather and share content, creating social profiles, and even including a one-click widget insertion for videos, pictures, chat, etc.

Another interesting point is the ability for businesses to tailor and customize their wiki environment to reflect their brands. Wetpaint seems to have the edge with their unique offereings in the marketplace. What will this new product release do to more enterprise-focused wikis like Atlassian Software and SocialText?