Web 2.0
There is no agreement about an exact definition of Web 2.0 but, in general, it refers to websites
that are more interactive, engaging, and interesting than before. A Web 2.0 site is one where
visitors can engage with you, your business, and your site by doing things like the following: [16]
• Posting comments on your blog or your articles or chatting in a forum
• Retweeting your content, sharing it on Facebook, or Digging it
• Watching a video, listening to a podcast, or participating in a webinar
• Taking a quiz or responding to a poll
Web 2.0 is about having a conversation with your customers. This is very different
from Web 1.0, where websites were static and all you could do was read. Web 2.0 sites are
collaborative and interactive. The small business that creates a site that engages and interacts
with people, that makes people want to stick around, will be giving people more of a chance to
create a connection with the business. [17] These closer ties will increase customer awareness and
consideration of the company’s products and services, improve customer satisfaction, increase
the chances of loyalty, increase the chances for sales, and add to the bottom line. There will also
be significant benefits realized between the small business and its suppliers and partners:
lowering the costs of communication and doing business.
A much smaller percentage of small businesses have adopted elements of Web 2.0 as compared
to large enterprises and midsize companies. [18]However, many small businesses are using Web
2.0 in a variety of positive ways. [19]
• One business owner operated a Facebook group, attracted interest in the business, and developed loyalty
through the group.
• Another business routinely put press releases online and attested to their value at getting the company’s
website found in search engines.
• The owner of a product company reported good results with videos that were loaded on YouTube and on
the company’s website. The video attracted people to the site and also engaged existing visitors on the site.
• A small real-estate company has a Facebook page, a blog, and a property value calculator that allows
homeowners to calculate an approximation of their home’s value without having to speak with a realtor.
