Using the 'social web'
There's been a lot written recently
about the increasing popularity of Web 2.0 and the bearing it
will have on the activities and habits of users both currently
and in the future, but very few people seem to understand what
the fuss is about - or how they can get involved.
At its most basic, Web 2.0 refers to the perception of 'second
generation' web based services - social networking sites like
MySpace and YouTube - where the emphasis is less on commercial
gain and more on collaboration and sharing. The actual term
was first used by O'Reilly Media in 2004 and has become something
of a catchphrase amongst savvy webusers, techies and marketeers.
As to whether this term has any meaning - indeed, whether the
phenomenon should even be considered 'new' - is still up for
debate, but it's fair to say that there has been a drift on
the web in the past two years towards a more networked, socially
inclusive model more in keeping with the original aspirations
held by its creators.
Despite appearances, there are many commercial opportunities
to be had in this 'brave new world'. Although certain commentators
still try to pigeonhole these developments into black and white
arguments - social good, commercial bad - it's missing the point
and misleading to businesses to say that there is no middle
ground.
MySpace started as a social networking platform, but was soon
harnessed by individuals and corporations alike to promote themselves,
and to benefit commercially from that promotion - witness the
dizzying ascent of the Arctic Monkeys and Lily Allen, both of
whom generated legions of fans online, then converted them into
customers.
Only today (6 Feb 2007) a major competition run by Film4 to
'find' new film directors was launched on MySpace, and there
are countless examples of smaller - but no less commercial -
projects to be found.
YouTube itself became the biggest benefactor of the Web 2.0
'boom' when it was purchased outright by Google last year for
$1.65bn, and this huge investment hasn't spoilt the experience
of the site itself - it's still the place to look for amusing
and innovative video content online. Even though Google has
strategies in action to generate revenue through advertising
on its new 'purchase', this is likely to be no worse (or better,
depending on your view) than the now inextricable link between
Ebay and Paypal - rather a seamless integration of two established
partners.
So that's the background - now, how can it be of benefit to
you?
The most important thing you can do is be seen. Most SME's have
finally come round to the fact that they need a Web 2.0 strategy
of some sort, whether they are driving forward as innovators
or simply playing catchup with their competitors - either way,
websites have long since stopped being vanity projects to being
serious commercial platforms regardless of company size.
Now that webusers are more discerning about what they choose
to view and interact with it's more important than ever to integrate
your site into the fabric of the web - and sites like MySpace
and YouTube offer the perfect opportunity to do it.
Consider it - these two sites have a user base of millions and
are often the first ports of call for many people's day online.
How can you get involved? Although there may seem to be limited
ways to get your name out there, be bold! With a little bit
of lateral thinking, it's easy to find a route in - for instance...
...set up a company blog and keep it regularly updated
...create and syndicate and RSS newsfeed.
...register with MySpace and post a page.
...post your corporate video on YouTube.
...post video content about your products and services.
...write press releases / commentary about your industry. ...syndicate
these on Digg or del.ic.ious.
It may seem a big step, and if you're unfamiliar with the territory
then it can feel daunting 'going live' with some of these ideas
for the first time. However, the developments taking place online
can't be ignored - think about how websites and e-commerce have
become seamlessly integrated into most people's everyday experience.
Now take on board that for a huge number of people these 'new'
web-based communities and experiences are also commonplace -
can you really afford to ignore the opportunities they can provide?
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