Employers are necessarily "negative" about 2.0 tools, but many don't understand them and therefore they're not a priority. However, if we line managers, supervisors and directors under them "educate" them on the value, then they'll be better informed and likely will embrace 2.0 because the competition is. There's no better way to get an executive's attention by saying "the competition is doing it and if we don't we risk losing out."