Archive - August, 2007

Human Nature Drives Web 2.0 Communities

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A major value of social media is that it empowers people to strengthen their existing relationships, build new ones, and communicate more efficiently than in the Web 1.0 world. As a regular Facebook user, I got to thinking about what it takes for companies to fully capitalize on the value of social media.

Traditional marketing would have us think that companies “simply” need to find the most effective and efficient ways to ensure their messages are being communicated accurately and consistently both online and offline. That’s not inaccurate – it’s just incomplete in 2007. Our Web 2.0 world is different because today’s online communities are much more complex – not only are there one-to-one relationships, there are also one-to-many, many-to-many and different degrees in between. Today’s Web communities also communicate much quicker and more frequently with each other than users in the Web 1.0 era. And even five years ago we didn’t have the level of personalization and interactivity that we have today, not to mention the sheer number of people online. (more…)