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Web 2.0: I hear I want it. I guess I need it. Now what is it?

April 9, 2009

For many, the rise of the internet has brought with it an entirely new way of thinking and speaking. Our expanded vocabulary now allows us to form sentences resembling: "After googling your blog, I poked you and wrote on your wall". Now comes Web 2.0 to further complicate what we already know.

Did you know that Web 2.0 was a term originally coined to refer to the “new” Web post the Tech Bubble Burst? It has come to mean much more and the various opinions on that are what complicates things now. Some say Web 2.0 is all about interactive 2-way communication, others say it’s defined by the overuse of colour gradients, beveled edges and reflectors. One of the biggest misconceptions floating about is that Web 2.0 automatically means Web 1.0 is obsolete, when the fact is that they go hand in hand. Not unlike putting a new engine in an old car; as long as that old car actually needs a new engine and would benefit from it.

To understand Web 2.0, we need to understand what Web 1.0 is. These sites are generally pretty one-dimensional. Think of Web 1.0 as you would a newspaper. Readers can navigate through sections, find information and leave … better informed. Newspapers, (or Web 1.0 in this analogy), transfer content to the user. No more, no less. This isn't a bad thing, as it's the primary goal of just about every website out there.

While there's no hard line to separate Web 1.0 and 2.0, it's safe to say that Web 2.0 represents the ability for the user to communicate back to the site, other users, even themselves. For good or bad, Web 2.0 allows the sharing of ideas, opinions and creative on both sides of the screen. In many ways it allows the audience to drive the site. Think of the comments section of a blog, or a gallery where users can upload and share vacation photos. YouTube, Flickr and Facebook are prime examples of Web 2.0 and user generated content. These are clearly not just clever gimmicks nor should they be taken lightly. Web 2.0 multi-tentacled sites have the power to elect Presidents, expose celebrities, and thrust fame upon anyone with a webcam. All in real time.

The big question then is "can Web 2.0 enhance my business?". 

For many website owners, incorporating Web 2.0 into their site isn't the best investment. It's heavy in production costs, and doesn't always yield a proportionate amount of return. But, there are ways to cost-effectively take advantage of existing Web 2.0 technologies found throughout the web, often without gutting your present site. For instance, placing a promotional/viral video on YouTube can generate traffic to your site. Just make sure it’s good! Posting a blog in an existing forum is a great way to express your value proposition and expertise as well as to receive feedback. And let’s not forget the classics, like banner advertising. Contrary to some opinions, this form of promotion is far from dead. Flash video banners and overlays have evolved alongside other web technologies, and offer even more opportunities to promote your story and drive traffic.

Whatever the decision is, Web 1.0 or Web 2.0, the decision should be based on a strategic approach that looks at all the factors including audience needs, market size, ancillary marketing support, search engine optimization, budget etc. So while you’re considering those, go out and Wiki yourself, Google thy neighbour, and Tag your boss while you wait for Web 3.0. It's closer than you think.

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