It’s already the staple of Saturday night TV – press your red button if you don’t agree.

Web 2.0 also encouraged Brands to engage with their customers for feedback and idea sharing resulting in Twitter conversations and Facebook pages, and microsites galore for user generated campaigns.

And now, the government is getting in on the act, telling the public that we have some hard choices to make in terms of spending cuts and asking them to suggest where to do it. Whether the people in power listen and act on the feedback, or even if it’s just hot air, it’s a step away from the traditional monologued communication.

If you think about it; it’s a win-win situation for organisations. As a company / brand / government / music producer, you get feedback on what’s hot and what’s not, and, if you are worthy enough, you can get a lot of “air time” for free.

And, if it all goes wrong…. well they got what they asked for!