Abstract
This chapter revisits and considers the application of Web 2.0 technologies in contemporary business environments. Web 2.0 refers to a general category of internet technologies and content development that lean on the contributions of many individual users to create value. These technologies are characterized by rich media, a dynamic nature, social networking elements and distributed contributions. The chapter presents three major Web 2.0 archetypes: blogs, wikis and social networking sites. It concludes with a value-oriented framework designed to guide firms in the development of Web 2.0 initiatives.
TopBackground
Web 2.0 thinking emphasizes the distributed and interactive nature of information technologies. Therefore, the core concept of a web page is altered to allow for quick and efficient interaction from users. This mindset is represented in the way that users can create, remove or edit informational content on wikis, comment on blogs or content aggregation sites like Reddit, or drive the content of media-sharing sites like YouTube. The distributed nature of Web 2.0 technologies allows many users to create and participate while needing little technical knowledge.
Key Terms in this Chapter
Web 2.0: An umbrella term that refers to an assortment of advances in internet technologies, marked by increases in rich media, dynamic content, social networking elements, and distributed contributions.
Social Networking Sites (SNS): Web-based platforms which enable many individuals to create individual profiles, find and connect with other users.
Dynamic Content: Internet content that can be modified and uploaded quickly which keeps users ‘up-to-the-minute.’
Wikis: Content-driven sites which are editable by all participants and focus on harnessing the collective knowledge of all users.
Blogs: Short for ‘weblogs,’ blogs are simple, content-driven sites that are updated regularly.
Distributed Contributions: The practice of leveraging the willing participation of users.
Rich Media: Media, particularly images, video and sound, conveyed via internet technologies that provides a deeper user experience than simple text.
Social Networking Elements: Web 2.0 applications embedded in web sites that enable users to uniquely identify and form connections with one another.