Lets start of by explaining Web 2.0 the Internet time frame and computer chronology that began roughly in 2006. Web 2.0 is the shift from computers being static and detached to being mobile and having user generated content.
What that means is that the information seen online is no longer limited to only being on computer screens but can now be accessed on mobile devices allowing a higher rate of user access.
The second shift is from the content being solely from developers and organizations, now, more content is User-Generated, meaning the everyday person can own a piece of this information pie. Users engage with each other and a snowball effect can cause an item posted up by a simple individual to receive more attention than a Corporate Message.
Our job as a marketing company is to see the change in the online climate, not try to change how the emerging market sees the information but rather we need to present it in a way that appeals to them in that specific platform.
For example Facebook is for friends – Advertising here has to be catered around the reason why people visit facebook (a person doesn’t log into facebook to find a good rate on a new car). If you are a company that wishes to advertise car sales on facebook, then your approach has to be more on giving people the same kind of information their friends are generating but with your content tucked in next to it i.e. become a topic generator rather than recycling specials.