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At the O'Reilly Media Conference back in 2004 the Web 2.0 rumble began. For years later, it is going full swing, confusing the masses and being flung around with little to no understanding about what it actually stands for. Often used to describe social bookmarking sites, blogs and interactive forums, this explanation only covers half of the truth. Like the World Wide Web when it first appeared, Web 2.0 is like an amorphous entity that is ever changing.

Essentially, Web 2.0 is a communication tool via the web. It allows readers and clients on a particular site to contribute to the site. One of the best examples of Web 2.0 is Britannica Online and Wikipedia. While Britannica is a static resource, in that it was written by authorities and must be updated on the administrator side only. It is both comprehensive and authoritative. It is also unchangeable by visitors to the site. Wikipedia, is the complete opposite of Britannica, user-generated and user-maintained. One might, as a result, consider that Wikipedia would be considered a lesser reference source.

In truth, however, Wikipedia is a better reference source than Britannica - not because the articles are more accurate, but rather because they direct the reader toward a variety of other resources, representing a multitude of viewpoints and not just the one of the single initial author. This is immensely 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 doesn't possess the resources to create this level of complexity, there are other options. Join an existing community in your niche and lend your expertise to the group. Add a compelling signature to your profile that will be posted on every comment and bit of advice you give. Then participate - answer questions, give tips and advice but don't advertise. If people like you, respect you and you add genuine value to the conversation, they will naturally find their way to your website. Web 2.0 has created a give and take on the Internet which has forever changed what is expected for business success. It is new, different and most of all, a lot of fun.

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