In Holland I give seminars about adopting successful social networking strategies and applications. My system is known there as the 5 G's of Van den Bel. Sadly, the 5 G's overview can't be translated very well in English but here is my best effort as ETOS:

E = Easy to use
If you look at successful internet tools such as Google Search and Twitter, you will find a striking resemblance. They all are very easy to use, they focus on basic functionalities. On Google Search e.g. we just add our query and hit a button and on Twitter it is almost as simple as well.

T = Targeted
Web 2.0 is no longer about shouting out your message to the masses. It is about being very targeted. Email that gets send out to a large group (untargeted) is therefore regarded to be 'Spam' whilst we value personal communication based upon a shared personal 'value' (relationship, hobby, passion etc.) More information.

O = Open
Whatever service you try to promote using web 2.0 tools, they (the tools) should be 'open'. 'Open tools' are free or almost free to use apps (e.g. widgets or RSS feeds) or portals with a clear purpose. If you want people to adopt your tools, make them 'theirs'. Share it as well as you can with your tools and share it in such way that it can be used on every platform your customers can think off (computer, mobile phone, TV, set-top box, game console etc) Your service can still be Valued (non-free).

S = Secure
If you provide a service to your customers through networking Portals, you should enable all possibilities you can think off to limit sharing of personal ID elements. Protect your customers by giving them the tools to hide and secure such information from others online.