Tech writer David Pogue has a great little piece up today explaining why using Web 2.0 (interactive) technologies and methods are important for any company. Public media is no different, of course, and if we are supposedly community-focused, then it means even more sense that we open the doors to the public. (It’s always surprised me how little the “public” appears in public media.)

He has a particularly funny example from an internal — yet open-to-the-public — disussion at Microsoft regarding whether the game Minesweeper should be included with Windows.

Bottom line?

Yes, you’ll have to moderate this stuff. Yes, it means spending money with no immediately visible return on investment. Yes, it’s more work for everyone.

But you’ll gain trust, goodwill and positive attention. You’ll put a human face on your company. And you’ll learn stuff about your customers that you wouldn’t have discovered any other way.

Funny how trust comes up first in his list of benefits. Sound familiar?

Good reading.