Why You Should Care About Web 2.0
Web 1.0 was about learning. Web 2.0 is about connecting – with people, ideas, opportunities, and information. What this means for companies is that it is no longer enough to have a traditional website that provides information on your products, services or brand. Instead, your web presence needs to facilitate connections and engage your audience in a conversation. In this sense, Web 2.0 is more results driven. It provides information so people can learn just like they did with Web 1.0, but that information is only meaningful if it leads to something.
In advertising terms, this is referred to as a “call to action” and it seems as though the internet has finally caught up with what the ad world has known all along. Results count, and you get them by learning about your target audience, understanding their needs and interests, and engaging with them through the channels that they find to be credible and use most frequently. In the online realm, we do this through strategic conversation management.
Strategic conversation management is the art of planning, executing and evaluating communication exchanges that will help your organization to achieve its long term objectives. Whether you connect with your audience through a company blog, LinkedIN, Facebook, Twitter, or YouTube, the idea is to do more than simply offer information. You’ve got to draw your audience in, get them involved in your message, and initiate an exchange or a dialogue that is authentic and results in a deeper and more meaningful connection. When you can do this, you will have built the foundation for lasting brand loyalty and long term business success.