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But Embarq, a high-speed internet and phone company serving 5.7 million customers (both consumers and businesses) in 18 states, has had some early success making Web 2.0 part of its overall innovation strategy to improve idea generation and ultimately create new products.

The potential for Embarq to use Web 2.0 and social applications extends beyond its immediate enterprise walls: Since Embarq works with other technology providers and vendors to deliver products, the company wondered if they could use conversation-enabling technologies to bridge communications between all of these entities.

Although it's early in the implementation process, which Stafford's team began in February 2008, the company has already been able to track measurable results. CIO.com spoke with Jeff Stafford, Embarq's manager of capital investment and innovation strategy, about his implementation of , an application suite that includes blogs, wikis and discussion forums.

Stafford shared his tips for people looking to utilize collaborative technologies for employees internally and business partners externally, then measure and prove success to the boss.