Business and Web 2.0


The concept of Web 2.0

Web 2.0 is a new era of internet compared with Web 1.0, it infers an internet environment which is dominated by users, they create content, interact and collaborate with each other in a social media dialogue. According to Surendra (2015), Web 2.0 refers to the transition from static HTML Web pages to a more dynamic Web that is more organized and is based on serving Web applications to users.


Some typical sites of Web 2.0 are such as internet communities, internet applications, social websites, blogs and so on. From our study, I recognize the certain link between the web and the business and importance of the users, I also realize that they are not only the customers in the business but also the dominant power of the market contribution.

According to Hinton and Hjorth (2013), Web 2.0 is a philosophy of doing business in the online environment and it is a response to the challenge of control in a networked society where many of the structures established by industrial societies are not always as effective. As professor Peter F. Drucker mentioned, the core of Web 2.0 is “information” instead of “technology”, share, interaction and relationship are the key concepts. By the interaction of the users, good production or information will accumulate gradually and lead to viral transmission.


For example, Twitter is good example of Web 2.0. Twitter is one of the social network services platform. By taking advantage of wireless network, wired network and communication technology, it provides instant message services for the users. It is a typical apply of micro blog. Users can publish their new condition and ideas on the page and push notifications to their friends.

Web 2.0 and business

One significant feature of Web 2.0 is that business has to take action and gotten enrolled into the web and commercializing it. Allen (2009) argued that Web 2.0 has provided new ways to conceive of the internet in terms of economic value. From Tim O’Reilly and John Battelle, they defined Web 2.0 is also a platform in which customers play an active role in building business. UGC (user generate content) and UCC (user create content) can be seen from this part.


There is also reformation on the technology aspect: Website is the platform. No matter Weibo or Twitter, Facebook or Wechat, these representative platforms of Web 2.0 provide one-stop service for their users: Users can create, share and consume content and complete their social contact from private to public. Moreover, update period is becoming shorter because these websites and platforms can get more data and a higher quality feedback. All the services are cross-platform which allow users to use different devices to deal with specific contents.All these platforms can provide abundant user experience.

How Web 2.0 influence the future of the e-business


As to the UCC and UGC, Web 2.0 contribute to the online marketing can be seen from 3 aspects. Firstly,Web 2.0 is a creative media vehicle. Web 2.0 changes the way users browse the internet and absorb the knowledge. For example, some traditional media company such as <Times> and <The Wall Street Journal> , they all take advantage of RSS information aggregation and push the notifications of the updated content to their users. Secondly, Web 2.0 provides a concentrated association environment. Web 2.0 emphasizes the UE (user experience) and user individuation. As a burgeoning association environment, Web 2.0 can build regular connection between the users who have common UE or interests. When the users take participation into the websites and express themselves, the effects of visiting the page will show a trend of geometric growth. Thirdly, Web 2.0 provides a new idea of marketing because it is a platform by which the users can come together and create and share content. So the appearance of the Web 2.0 make the companies concern the rights of the customers more than any other time.The business value of Web 2.0 is not only depending on its business module. It aggregates users in the platforms by effective ways. Its value reflects in the user convergence.

How can the concept be related to my campaign


My design project is a healthy diet restaurant called “HAY Restaurant”. The key message of the media campaign is to attract customers and encourage a healthy lifestyle. One week is a cycle for implementing this campaign. According to our study, it is important to take advantage of the user convergence, so I choose Facebook, Wechat and Instagram as the main platforms. Different platforms have different functions. Facebook is likely to be a public page to demonstrate the restaurant for everyone, because you can pay to generalize the products for local people. People can use Wechat to make order and receive dynamic state timely, it is good for the customers to interact with our restaurant but may be little difficult to communicate with other customers. As for the Instagram, it is a good way to popularize our dishes by the customers, it is user generated but it may be difficult to control. All of these platforms have a share link to other platform.


The nature of social media allows users to share events, which can engage other users to participate in activities and contribute their own ideas through video, images and information (Goode, 2010). As for the participants, they are not only the  customers but also the creators. They create and generalize the contents. They are the main part of our advertisements and generalization.

How might my work contribute to and develop on the theory being discussed

O’Reilly (2005) indicates that business in this new internet age is tightly related to active, engaged internet users. Try to understand the customer’s mentality is what we are trying to do in the audience engagement strategy. At the same time of making advertisements, we are trying to use more encouragement measures to attract customers, moreover, we try to organize interesting activities. there are different contents such as work out videos, healthy tips and the vote for choosing people who is good at keeping fit. I try to integrate these contents into customers’ daily life. Except the dishes, the work out videos and the healthy tips is more about their lifestyle instead of just eating.I think it is a win-win cooperation, because that the healthy theory helps the restaurant attracting more customers and people will pursue healthier lifestyle by our publicity.




Surendra Kumar Pal. (2015) “Learn More About Web 2.0 . Retrieved from


Hinton, S., & Hjorth, L. (2013). Web 2.0. Understanding Social Media  (pp. 32-54). London: SAGE. Publications Ltd.

O’reilly, T. (2007). What is Web 2.0: Design patterns and business models for the next generation of software. Communications & strategies, (1), 17.

Balachander, Krishnamurthy., Graham, Cormode (2 June 2008). “Key Differences Between Web 1.0 and Web 2.0“. Retrieved from   http://firstmonday.org/ojs/index.php/fm/article/view/2125/1972

Goode, L. (2010). Social news, citizen journalism and democracy. New Media & Society, 11, 1-19.


2 thoughts on “Business and Web 2.0

  1. I enjoyed this post’s discussion of Web 2.0 and the different implications on the user. I saw some parallels to my own findings in regards to how the user relates to the social media experience.
    The discussion of UCC and UGC and the business-models of different companies gave very interesting insight into how the user is drawn upon in online marketing.
    Firstly, the advantages for users are laid out as a wealth of information, to which they have free and unlimited access, and a value of their “individuation” across the platforms they use. The freedom of expression is outlined as a very positive allowance for forming social networks based on common interests and ideas.
    Secondly, the post explains the simultaneous movement towards a “new idea of marketing”, or business in social media.
    A blend of these two points is then interestingly applied to a campaign for Hay Restaurant. I like how the ideas of Web 2.0, and the dual functions of users in this space, are married in the realisation to mobilise users as participants, customers, and creators. This last point was a great articulation of what I felt I was trying to achieve in my own campaign.

    I really related to, and appreciated the post!


  2. Well done! You have a quite a clear structure with 5 brief subtitles for this post, which has covered the main points the assignment 3 requires. Besides, your choice of Business and Web 2.0 is closely related to the social media campaign we did!

    In terms of the concepts of Web 2.0, you use three citations to define Web 2.0 but mainly with a focus on its interactivity among the web, business and users and you also gave an example of Twitter to show the interaction. Then, you moved on to the discussion of Web 2.0’s influence on e-business from 3 aspects and come to a conclusion that he business value is dependent on both the business model and user convergence in Web 2.0 era.

    In the final two part, you linked the framework with your own social media campaign. You gave us a short introduction of your campaign, like using the user convergence to select different platforms, referring to the relevance of Web 2.0 features to the role of your participants and social media. You finally emphasized on the shining point or strategy of your campaign linked with the theory, which contributes to a coherent structure as a whole!

    Good job!


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