(click on graphic for a full view)
The implications in terms of cost and control are, I think, relevant and important when advising clients. Being interactive does cost time on the one hand and having an effective website these days has high cost associated with design, production, hosting and management.
Perhaps too, there is a consideration on the effect of using different channels. Certainly there seems to be greater internal and external engagement as organisations move toward the two-way model but at the extreme the case is less well made. Moving in that direction has its advantages but it needs to be progressive.