What Is Web 2.0, Anyway?
Kale McClelland
Buzz started back in 2004 at the O'Reilly Media Conference about the Web 2.0. Now, more than three years later, it's one of the most misunderstood terms out there. It's often used to describe social bookmarking sites, interactive forums, and blogs. This is only half right. The problem is, like the web itself, Web 2.0 is an amorphous and ever-changing concept.
Essentially, Web 2.0 is a communication tool via the web. It allows readers and clients on a particular site to contribute to the site. One of the best examples of Web 2.0 is Britannica Online and Wikipedia. While Britannica is a static resource, in that it was written by authorities and must be updated on the administrator side only. It is both comprehensive and authoritative. It is also unchangeable by visitors to the site. Wikipedia, is the complete opposite of Britannica, user-generated and user-maintained. One might, as a result, consider that Wikipedia would be considered a lesser reference source.
In actuality, Wikipedia is a better reference source than its auspicious opposite because while the articles may not be more accurate, they direct the reader to a variety of other resources which offer a diversity of viewpoints rather than one single author. The multitude of resources is extremely powerful.
Web 2.0 is an evolution of that idea, the concept of harnessing the knowledge of users globally to create comprehensive, ever changing repositories that would beyond the capabilities of a single author. The building of this wealth of knowledge takes the form of a virtual conversation which Google utilizes to target advertising that is relevant to the topic on the page. The older DoubleClick system would simply display ads without considering the content on the page.
How can these concepts benefit you and your business?
You must change the way you think in order to adapt to the new Internet, join the conversation in order to work with it. You can no longer trap an audience on a static website and simply expect them to stay and listen to your proselytizing to them. Those days are past. Instead, you need to embrace the new way to capture potential clients and encourage existing clients to return. You will need to engage them with your content, tools and media. Customers will want a voice and community-building is a must not matter what you're selling.
This can be as simple as implementing a blog with comments that you the writer reply to, or as complex as creating your own new application - interactive games, uploadable media, public customer tips. Don't make the mistake of looking at this as user-generated content; instead, create compelling content that your users want to add to. Ideally, you want the Mona Lisa on your site - with watercolors and markers available so your customers can make their own doodles to finish it out.
If your small business doesn't possess the resources to create this level of complexity, there are other options. Join an existing community in your niche and lend your expertise to the group. Add a compelling signature to your profile that will be posted on every comment and bit of advice you give. Then participate - answer questions, give tips and advice but don't advertise. If people like you, respect you and you add genuine value to the conversation, they will naturally find their way to your website. Web 2.0 has created a give and take on the Internet which has forever changed what is expected for business success (http://www.nitromarketing.com/blog/is-your-internet-business-successful). It is new, different and most of all, a lot of fun.
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