| Web 2.0 - So, What The Heck Is Web 2.0, Anyway? |
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It's often used to describe social bookmarking sites, interactive forums, and blogs. In essence, Web 2.0 is the use of the web as a 2-way communication tool, a way for the readers or consumers of a site to contribute to the site.
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. In essence, Web 2.0 is the use of the web as a 2-way communication tool, a way for the readers or consumers of a site to contribute to the site. The best example I've seen is the comparison of Britannica Online and Wikipedia. Britannica is a static resource, viewed as both comprehensive and authoritative because it is written by authorities and is unchangeable. Wikipedia, on the other hand, is the opposite of static. It must be manually stopped to prevent changes, and not only is it user-generated, it is also user-changed. One would anticipate this makes Wikipedia 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. But how can these concepts help you, the online marketing professional? 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 happen by implementing a blog where posts can be commented on, with you as writer can post replies. It can be complex with a professional application like an interactive game, the ability to upload video or audio and public customer tips. You need to start the ball rolling - create compelling content that your customers will want to add to. Think Mona Lisa level of content complete with watercolors and markers available virtually so that you customers can draw doodle to finish out what you start. If your small business does not have the resources to create this, you have a different option: become a respected member of an online community, or multiple communities, built around the applications of others. Do you have expertise in selling on eBay? Share it freely in comments at eBay blogs you frequent. Selling your own handmade baby slings? Help young parents in a parenting forum. Every time you post, include a link somewhere discreet to your own website (the signature area or designated website link, in most cases). As your personal reputation goes up, people get curious. You'll find opportunities to slip information about your business into other conversations. Eventually, the give-and-take of Web 2.0 will start to work for you. |
