Web 2.0 is a general term applied to any website that reacts to the input and activity of its users, such as a blog, a MySpace profile, a forum, or a Squidoo lens. Social Networking is best defined as the regular interaction of people for some common cause. Of course there is really nothing new about social networking, and it’s something many of us do every day offline, especially in schools or in the workplace. But as a marketing trend this concept is growing more and more popular online. This is because unlike most high schools, colleges, or workplaces, the Internet is filled with millions of individuals who are looking to meet other Internet users and develop both business and personal relationships.
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In talking about the Web, whether the original model, the so-called “Web 2.0″, or the emerging Semantic Web (aka Web 3.0), one of the most important things to keep in mind is the network effect. The power of the Web emerges through the link space realized between Web pages. This is evidenced in a number of pieces of work, most famously the PageRank algorithm (Brin and Page, 1998) that was behind the early success of Google. Unlike traditional information retrieval algorithms, which were solely based on the information content of the individual pages, PageRank takes into effect how Web pages are linked to each other. By coupling this information with traditional indexing schemes, the system was able to outperform its competitors.
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Whether we like it or not, Web 2.0 technologies are profoundly changing the way we work and interact. User-generated Web content—hosted applications, blogs, wikis, social networking sites, RSS feeds—is rapidly creeping into organizations, offering users new ways to collaborate and communicate.
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