The Trick to Web 2.0: Give Up Control

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If you’re an online marketer who hasn’t been locked in a dungeon for a year, you’ve heard the term “Web 2.0.” When you heard it the first time, you were curious. When you heard it the tenth time, you suspected it was just another trendy buzzword. When you heard it the hundredth time, you wondered if it might be relevant to you.

Riccardo La Rosa is director of emerging interactions at Molecular. He co-authored this article.

Ask a thousand people to define Web 2.0 and you’ll get at least that many definitions. It’s a slippery term to describe a gradual but fundamental change in how consumers expect the web to work and how businesses are using the web. Despite the sometimes overblown hype around Web 2.0, it represents a significant opportunity for marketers to engage with increasingly skeptical consumers.

Web 2.0 isn’t a set of technologies, but rather a set of three philosophies that include user contribution, openness and rich interfaces, each of which is important to explore in order to determine what Web 2.0 components might be effective for your brand.

This three-part series is a whirlwind tour through these three topics, with plenty of examples along the way, as well as advice on which ideas might work for you. Part 1 focuses on user contribution and how you can enable customers to effectively and actively contribute to your brand, website and business.

Next: User contribution