When the internet first began, a visitor to a webpage had the same experience as reading a textbook or encyclopedia. Traditional websites only allowed visitors to view content; only the webpage's owner could actually change or modify content on the page.
Web 2.0 refers to the move past these types of webpages. Now, webpages such as Wikipedia, Facebook, Blogger and Youtube allow internet viewers to actually get involved in their internet experience. All of these social-networking sites, wikis, blogs, and video-sharing webpages function as bottom-up communities where anyone can contribute to what is on the site. Even though one person creates the webpage, they do not have the ultimate say as to what goes on the site.
So instead of only allowing users to retrieve information, 2.0 style webpages encourages users to add to the webpage. Many of these sites are dependant on those who use it. It is only when tons of people use a site such as Facebook or Youtube that the webpage really has any value. 2.0 webpages are very user friendly, relying on interactive programs such as Ajax and Flash. While the phrase web 2.0 does not refer to any particular technical or software updates, it represents the second generation of the way webpages are designed and built.
Participatory 2.0 websites often share many of the same characterisitcs. These include easy searchability, multiple authors, links, tags, and the use of RSS technology. Pretty much every 2.0 webpage has the ability to find information through keyword search. Website users can add tags to content in order to make searching easier, instead of having to search through rigid categories. 2.0 websites will have links to pages that have other relevant information and allow users to add other links, as well as change or update information on the site.
2.0 style webpages have already dramatically changed the way people use the internet, as well as having effects on many other aspects of business and life. For instance, Wikipedia's wide catalog of information has changed how people think about knowledge.
Web 2.0 has also caused changes in the marketing sector. In the past, marketing was all about creating a message that was directed towards a specific audience. Esssentially, the business gave an advertising pitch, and customers listened, and decided whether or not they were interested in the product. Marketing was uni-directional. But now, thanks to Web 2.0, sites like Tripadvisor and Amazon allow thousands of consumers to write reviews and chat online about company brand, products and services.
Web 2.0 will continue to change the way that people use the internet, and as people utilize these webpages, advancements will be made to help the internet become even more useful and interactive. Bill Gates hopes that online shopping become will become three-dimensional in the near future, thanks to the same technology that runs programs such as Second Life. He sees consumers walking into customized online stores to shop for products. Other people hope that better web browsers will be developed that will show you only the content that you will find most interesting.
