Engaging Through Web 2.0
The term Web 2.0 has come into frequent use since 2004. The first generation Web was primarily a one-way conveyer of information, images, documents, and the like. But, as Michael Byrne, senior vice president of ICF International, has noted, the new Web is fundamentally different from the earlier version (see Exhibit 13.1).
The new Web is characterized by interaction, participation, and engagement. In fact, some sites, like YouTube and Wikipedia, are created entirely by their consumers. As noted by the authors of Wikinomics, an excellent book on the new Web, this sea change in the Web has a generational component: “While their parents were passive consumers of media, youth today are active creators of media content ...
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