(NOTE TO SELF: This is a terrible headline for SEO purposes, but I don’t care) I cannot tell you how tired I am aboutÂ hearing “Web 2.0 this” and “Web 2.0 that.” I don’t want to get into a diatribe on this post about what Web 2.0 is … you can read it directly from one of the guys who originallyÂ coined the term, Tim O’Reilly. The point I do want to make is that Web 2.0 is just the latest buzzword to come along that technology providers, publishers, marketers, and event producers use to make themselves sound like they are on the cutting edge.
It’s not that there isn’t validity to the fact that there are new technologies and approaches that continually evolve on the Internet. It’s just that all of these are evolutions of the same themes, not brand new revelations.
I could go on, but I hope you get my point. There wasn’t a point in 2005-2006 where somebody released a new version of the Internet. The technologies have always been there, but have been constantly improving over time. It’s just that suddenly a lot of people are just now starting to get what the Internet is all about …Â connecting people, building communities of like-minded individuals,Â and harnessing their collective knowledge and power!
Have blogs replaced content management systems? No. Have Google and pay-per-click replaced traditional ad models? No. Have editors and authoritative content lost their relevance? No. But they have changed the landscape and added new tools to what publishers have always had. Today’s publishers must not only continue to produce authoritative content, but also enable the readers and advertisers they have always served (or should have always been serving) to participate with them.
If anything, I guess that’s what Web 2.0 is really about for publishers. It’s an attitude change from us giving speeches to a captive audience to us hosting a big party where editors, readers, advertisers, and even our competitors are all invited to come in and participate. Of course, that’s what good business has been about forever … listening to your customers (readers and advertisers) and giving them a voice. To those publishers that have always done these things, Web 2.0 is really no big deal. It’s what they’ve been doing since before the web even existed.