Summary Article: What to do about Web 2.0

In the article the author states that the age of Web 2.0 is upon us, but he does not believe it is worth all the hype surrounding it. He is skeptical of a big change in how marketers are going to use the Internet. Personally, I had never heard of Web 2.0, but it is a new way that marketers are going to use the Internet. The author sites Google's acquisition of YouTube as a definite realization of Web 2.0. Web 2.0 has changed the "balance of power" among content producers, brand owners and consumers. Web 2.0 has brought some power back to the consumer with things like blog, video casts and wiki's. Although the customers may be happy with their blog or wiki, the competitors are more than willing to take advantage of the new places for discussion. They tend to bash their competitors by using "vulgarity and intolerance."

But do not underestimate Web 2.0., it is a collection of changing tools that allow Internet users to experiment with all different kinds of new technologies. The author suggests that businesses need not worry very much about Web 2.0 and to not fear the "revolution."