Web 2.0 – The Most Misused Term on the Internet

Over the past few years, the web has seen a swift evolution to its current “2.0” capabilities that empower individuals to collaborate with many. But with the continual evolution of the web comes the increasingly complex definition. So what is it that differentiates the new way of the web from the old? The question is particularly pressing because the title “Web 2.0” has become so prevalent that companies are now pasting it on as a marketing buzzword without fully understanding its meaning. In truth, the term has a variety of continually developing definitions. Understanding this term and its implications is vital to navigating, using, and profiting from the swiftly evolving web. Whether it involves empowering your customers to communicate with your prospects, or your prospects to help drive and focus your R&D efforts, the rules are changing.

Tim O’Reilly, the man credited with coining the term Web 2.0, explains that “Web 2.0 is the business revolution in the computer industry caused by the move to the Internet as platform, and an attempt to understand the rules for success on that new platform.” This quote is proof that there are two sides to the Web 2.0 movement – one concrete (technology) and one abstract (collaboration). Although O’Reilly focuses on the way that this technological revolution has changed the way business operates, it is important to note that businesses are not the only entities profiting from the new online capabilities. Web 2.0 increasingly affects the way that everyone from age 8 to 88 interacts with the internet and, by extension, the rest of the world.

With data as a driving force, developers have been able to create technologies that foster innovation through inter-human communication and learning. The web “2.0” name suggests an improved version of the previous incarnation of the web. In addition to the ability to upload as well as download, Web 2.0 also incorporates the ideas of collaboration and innovation. Technologies such as weblogs (blogs), wikis, podcasts, RSS feeds (and other forms of many-to-many publishing), social software, and web application programming interfaces (APIs) are all examples of web 2.0 enhancements that promote interactivity among users.

A few well-known examples of web 2.0 innovations include:

Wiki(pedia): We have all surely been warned not to take everything on Wikipedia for granted, and for good reason. Wikipedia is an open-source encyclopedia where anyone can publish new information or edit existing entries presumably enhancing the information that is shared on the web and linking information that is related. There are now several types of wiki’s all based on the same model of user-generated content to educate many. Wikipedia is a prime example of James Surowiecki’s “The Wisdom of Crowds”; bringing to life the notion that information gathered from many can be much more accurate and insightful than one expert’s point of view.

RSS: The acronym standing for Really Simple Syndication refers to a technology that makes it possible for people to keep up with web sites in an automated manner that can be piped into filtered displays. RSS feeds are characteristic of web 2.0 technologies because of their continually changing headlines that are unique to the subscriber. If you are a busy professional seeking an efficient way to get all of your news delivered, RSS feeds are made for you.

eBay: It seems that everyone takes this innovative site for granted, but it truly embodies the essence of a web 2.0 site. With users posting their own content online, they are participating in a community of buyers and sellers that allows for communication, ratings, and reputation management. eBay also offers many specialty sites and services including a robust mobile offering with SMS alerts and a WAP site for wireless devices that takes full advantage of web 2.0 technologies and gives a new meaning to the word interactivity.

So when referencing today’s internet capabilities as web 2.0, be aware of the scope of this encompassing term. Maintaining a grasp on the concept of web 2.0 can be tricky because of the fragmented nature of online media (the multitudes of social network sites, blogs, wikis, etc. can be quite overwhelming). However, the various new technologies can be easily managed so long as your website is robust enough to stand alone yet provides a common link to your secondary online marketing efforts. Understanding the web as a platform for communication and innovation is the key to successfully managing your identity, your company, and your brand online.