What Is Web 2.0?
Autoblacktrougt >>> The tools discussed in each chapter are generally referred to as Web 2.0 technologies.8 The term refers to a group of popular technologies that survived the dot-com bust, so-called 2.0 because they pick up from the previous generation of technologies invented during the last wave of Internet innovation (circa 1995–2001).
If you’ve been keeping up with political, nonprofit, or business news, you’ve probably seen the term attached to just about everything. By now it’s a buzzword that people use when they want to demonstrate that they really know what’s going on with technology. It’s used to describe Web sites, businesses, and (gasp) even books.
Despite its sometimes indiscriminate use, the term Web 2.0 remains a useful one because it describes not only a set of popular Internet technologies but also the phenomenon of a group of people who believe that we are entering a new era. Seeking a more descriptive label for Web 2.0, some people call it the “social web” or “live web,” but regardless of the wording, there is a general sense among technologists, legal scholars, economists, and sociologists that tremendous societal shifts are under way—and that recent Internet technology has a lot to do with it.
For the purposes of this book, I’ll use the term to describe the technologies and software applications that are empowering these changes. Each chapter of the book covers one or more core technologies. I’ll also use Web 2.0 to refer to the broader movement defined by shifts in the ways that technology is developed and used. The following list broadly outlines trends and attributes that characterize the Web 2.0 era.
- A massively connected world. Over one billion people have access to the Internet. More than 50 percent of U.S. citizens have broadband access. Most Web 2.0 software applications rely on there being a vast number of people connected to each other via the Internet.
- The network effect. One of the practical effects of a massively connected world is that as more people use a software product or service, it becomes more valuable. Some software has been specifically designed to harness the “collective intelligence” of its many users.
- Users as cocreators. People are no longer simply readers of online materials; they are also writers and creators. Their contributions enhance the value of the software and services they use.
- Decentralization. Despite the fact that people who use the Internet are located all over the globe, when they act together, either intentionally or unintentionally, the combined force of their actions can have a tremendous effect and influence. This same trend is observed within organizations as individuals gain avenues to lend their expertise without need for strict workflow and hierarchical management.
- Openness. Many parts of the Internet, such as data and software, are becoming available to people who want to make use of them, at little or no cost. Using nonproprietary standards, it’s easier than ever for organizations to share their wealth.
- Remixability. Because so much of the technology is free and open, software developers assemble new software by using bits and pieces of other people’s work. These new creations are typically called mashups.
- Emergent. In the past, software consisted of predefined sets of actions, processes, and behaviors. Its designers decided how you would use it. Web 2.0 software offers looser structures and relies on its users, rather than its designers, to come up with ways to use it.
- Rich experiences. Web sites are full of video, photos, and vibrant visual environments. They’re coming ever closer to approximating real-life experiences.
- The Web as a platform. In earlier years, using software that ran in a Web browser (in other words, any Web site) was a slow and stilted experience, whereas software that ran on your desktop was much smoother and more reliable. This gap is closing as Web sites run more like desktop software, and more software makers are choosing to launch their applications on the Web.
Why Focus on Campaigns?
I use the term campaign throughout this book to refer to any activity that is intended to fulfill an organizational objective. Traditionally, the term is used in the phrase “political campaign,” which specifically refers to an effort by an organization to elect a candidate. Although this book discusses political campaigns, I also use the term more generally as in “a campaign to raise funds for fighting cancer” or a “campaign to stop the seal hunt.”Typically, an organization will use Internet technology to support some part of a campaign. For example, Rock the Vote sends a text-message reminder to vote on Election Day. It also makes phone calls, organizes street teams, and runs public service announcements on the radio. Text messaging is one part of its broader get out the vote campaign.
I’m assuming that your organization structures its strategy and activity around something approximating my definition of a campaign. You may call them initiatives or programs, but whatever the term, these efforts are the core work of your organization.
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