So Web 2.0... what is it exactly?

Web 2.0, a term that has evolved to describe the next generation of content delivered over the Internet, presents a myriad of incredible opportunities to "establish new customers, do market research, spy on competitors and drive traffic to your website in friendly and interactive ways." For those still relatively new to this next generation of marketing media this can be a daunting task to undertake. So where do you start?

The easiest answer is by assessing how this "new media" fits within your company's cultural niche. Unlike traditional media (radio, TV, print) that allows a company to control the source and general direction of how their advertising is assimilated into popular culture, Web 2.0 turns everything on its head giving the consumers the ability to control the path of information (and sometimes the source).

This doesn't have to be a negative though, as allowing your customers to interact with your company on a more personal level wil ultimately build a greater sense of brand loyalty and strengthen your products/services by listening to what they like/dislike. Some negativity is to be expected, it's a given in life that you can't please everyone. Accept this, be willing to reflect on it, and your customers will respect you for it.

Once you know how your brand culture fits into place, personalize the experience by developing a "voice" for your communications and marketing that is clear, consistent, and based on your company's core values. Creating social network profiles, blogs, or tweets that are inauthentic or abandoned will ultimately hurt the brand reputation of your company and damage the trust your current customers have.

We are all familiar with the BRAND X of companies-- faceless and devoid of any honest personality. People don't trust BRAND X, there's no sense of connection. And in the end that's what you're after, not just a quick sale (wham-bam-thankyou-ma'm), but a real connection to people.

That's Web 2.0-- making connections.