Web 2.0 is the term used to describe the version of the internet that followed Web 1.0. Web 2.0 emerged in the late nineties and early noughties, it allowed user generated content, users were able to communicate with websites and communicate directly, back and forth with them (Murugesan, 2007, p.34) Previously websites published information and internet users viewed the information and/or downloaded the content but there was no communication between users and the website.

Web 2.0 is interactive and allow users to communicate directly with whoever is creating content online be it individuals or businesses. Social networking sites are a prime example of user generated content, users are able to create personalised profiles and content in the form of text, images, audio files, videos and photos onto their profiles are share information with family, friends and other users on the social networking site, (Murugesan, 2007, p.35)With social networking sites users are able to connect with people who share similar interests from all over the world and communicate directly with businesses. Popular social networking sites include Facebook, Twitter, YouTube, Instagram, Reddit, Pinterest, Snapchat, Tumblr and LinkedIn.

Web 2.0 has allowed users the ability to create, collaborate and communicate with each other, making it easier to share information between a certain number of people or a wide audience. The influence of this technology has had on organisations has been immense. It is now extremely common for organisation of any kind to not have some form of social media presence. Whether it is a multi-billion dollar company or a local cricket club, organisations are now expected to have a profile on social media sites. While it is not necessarily expected an organisation have profiles on all the mainstream, well-known social media sites, it is common for organisations to at least have a Facebook profile, as Facebook is the most popular social networking site.

Organisations have had to change and adapt their services to keep with user demands in a Web 2.0 world. Organisations have needed to be flexible and change how they provide and offer information to users now that information is so widely accessible via the internet.



Murugesan, San. (2007). Understanding Web 2.0.  IT  Pro, 7, 34-41. Retrieved from: https://91-592-722.wiki.uml.edu/file/view/understanding_web_20.pdf