Sales are a false goal

Yes, that's my point.
If you get into Web 2.0 pratices to generate sales, you may be on the wrong track.
I do not mean that at the end of the day, you are not generating sales, but this is not the goal you must have in mind when tackling this world.

We do not forget that sales are and will be more and more related to a brand or a company image, to the post sales experience, to several other factors that are influenced by the customers opinion.
An opinion crucial as never before because it travels across the web all over the world in few seconds, crushing space and language barrier.

So, set up your goal in a different way.
This is the thought I tried to deliver in the workshop about WOM and this is something I can see in this interesting post from Mediapost.