The big trend on the Internet in the last few years is web 2.0. The first year that I kept hearing the term I was working extensively with internet marketers who seemed to be seeping onto the internet from the late night cable infomercials. They all kept saying it was the best thing to happen for solopreneurs and small businesses looking to reach beyond where they were willing to travel. After a few conversations with some of the people who defined what web 2.0 really is I finally got it.
Here is what the essence of Web 2.0 is NOT:
(despite what you may have been told)
1. Rounded corners
2. Skype Blue
3. Lots of navigation options
4. A RSS feed button
5. Having a Blog
Here is what the essence of Web 2.0 IS:
1. Social Networking
a. MySpace
b. YouTube
c. Facebook
d. Forums
2. Business Networking
a. Linkedin
b. Meetup
c. Industry specific Forums
3. Engaged communication providing value and illustrating expertise.
4. Navigation that makes sense and works well.
5. A commitment to actively participate to expand on the shared knowledge base (social network theory).
So why should B2B marketing pay attention to what Web 2.0 brings to the internet?
Web 2.0 allows a business to show off the talent of their employees or owners. Web 2.0 is not something that can be outsourced, the writer must have the knowledge and insight being. I have seen these tasks outsourced before, and every step of outsourcing lost a high degree of the companies brand strength.
