Assessment 3 · Uncategorized

Web 2.0: Social Media and Business

Now is a digital age which also can be called the Web 2.0 era, people are embracing by the dotcom.


Web1.0 era has passed which was primitive, slow and not easily accessible by either computer users or computer controllers in the early Internet. The emergence of Web 2.0 creates a way to help both of users to commutate with each other in a brand-new, faster and easily accessible of receiving and sending information or expression from someone else. Interestingly, but unfortunately to be mentioned by Hinton and Hjorth, Web 1.0 has not been talked by majority of people until the term Web 2.0 emerged (2013).


Interaction emerges since users are able to participate.


This circumstance evolves by everyone and makes change to everyone. “Web 2.0 as a platform” (O’Reilly, 2005). However, the primary experience in Web 1.0 is web browser such as Internet Explorer and Safari, which is likely a one-way to access information from page controller to target audiences. What the most significant difference to this, is that, there are growing numbers of platforms to provide new approaches to access information in two-way communication, readers have options to gain information such as podcasts. What is the new notion is to build social networks in many-to-many communication in online space. There is a new way to access new knowledge or to socialise with whom familiar or unfamiliar with.

Four perspectives of Web 2.0” (Lee, Wester and Park, 2005)

·         Technological ·         Sociological Economical Legal
Web 2.0 tools allow information to be used in new ways Web 2.0 increases social interaction over the web Web 2.0 both enables and requires new business models Web 2.0 brings new legal issues to the web


Multi-way communication have been utilised to interact with others by online-participators. Users talk and chat in varies of platforms, they share posts, photos and videos, they make new friends, they use search engines, they add comments on the posts from others, etc.

Murugesan mentioned that Web 2.0 is also named the wisdom Web, people-centric Web and participative Web in 2007. Today, participators in online space become active, and able to participate in what companies punished, for example, adding comments, taking actions to the calling or freedom of examining resemblances to the information. This circumstance is remarked. When companies making decisions for the target audiences or the contents to be published, community interests have been taken seriously into their concerns.


This circumstance can be defined as audiences change the decision-making of the company, company change the action of audiences. Web 2.0 as a platform for companies to express the thoughts that they would like to pass to their target audiences. Under this multi-way communication model in web 2.0 age, community interests shift the mindset of business operational decision-making since they listen to their target audiences, or probably they are able to receive feedbacks from them. Business attempts to engage the communities or target customers to take apart in the processes of achieving their operational goals which is to participate with the designed campaign. Therefore, quoted from Lovink “once the internet changed the world; now the world is changing the internet (2012).

Core properties of Web 2.0” (Lee, Wester and Park, 2005)

Collaboration Openness ·         Participation
Web 2.0 allows information to be used in new ways Web 2.0 increases social interaction over the web Web 2.0 both enables and requires new business models


Web 2.0 is a new set of new technologies. It offers new opportunities, blurs the boundaries between online and offline activities which is opening a new era with flagships of openness, collaboration, and participation (Hinton & Hjorth, 2013). Since the emergence of web 2.0, it investigates more opportunities for corporations and small businesses to achieve their operational goals.  Consequently, it has being extensively attempted in running a better business. Also it has been one of the strategy towards success.


The traditional way of in media or the varies of mass media are no longer the only way to speak to the world. Additionally, the development of digital equipment and the ease of use in web 2.0 era, more and more content consumers become content providers in business. For example, Social Network Sites (SNSs) are the one of the applications of web 2.0. According to Hinton and Hjorth, SNSs as the interface between people and social media and it is an integral part of identity, social and political management in this digital world due to the ongoing commercial and cultural changes happens on SNSs. That is SNSs is playing an essential role to majority of people. I personally believed that (UCC) user created content is the key value and spirit in SNSs. Social media provide opportunities, ways and platforms for users to interact with everyone who has access to Internet, to sharing, to participating in all social media campaign, to gathering information, ideas together and to resolve issues.


Consequently, social media helps business to determine ways to promote. Business start to learn the using and leveraging Web 2.0 to the harnessing online activities. Either companies or customers, can do more things in online space. This circumstance indicates that both of companies and media companies are paying more and more attention to the attitudes, feedbacks and reflections from the audiences through SNSs. However, the feedback from customers may benefit the business to determine which product that should be continued and discontinued. ( Dellarocas, 2003). This strategy is helpful to improve efficiency and productivity, also may increase sales, customer satisfaction.

There are varies of social media sites to be applied for strategic social media campaign, for example, Twitter, Instagram and Facebook.


(User Created Content being the fundamental requirement of in various platforms)

How can the concept be related to my social media campaign

The first priority of considering the social media campaign, is how to engage target audiences to get involved online and offline. Based on previous researches, Twitter, Instagram and Facebook are the most popular SNSs, therefore, they also are the three key platforms of my social media campaign.

Web 2.0 users are all around the world, anywhere, anytime. Most significant reason is these sites support to location-based services (LBC). It means audiences can check our updates, posts of photos, images or video everywhere they want to when they have access to Internet or Wi-Fi. This strategy aims at giving a better experience for my target audiences.


However, applying the concepts have been learnt from this course into planning the campaign is not hard, but gaining engagement during the processes is very difficult. I believed that my social media campaign is now only at the very first stage of getting engagement. But unfortunately, there are not much feedbacks from target audiences.

How might my social media campaign contribute to and develop on the theory being discussed


In the development of my previous social media project, there are tons of skills I have to learn in the future. Especially in how to gain engagement from the target audiences. In web 2.0 age, social media rich our content of life, such as learning to share everything in online space. We are enjoyable in online experience, shopping, learning or meeting people. But potential problems should nr considered too.

I have leant so much from this unit. Assessments are so practical, so it is challenging. Seven weeks ago, I do not have any experience in creating a social media campaign. After the challenges, now I start thinking about what the better way to use social media to achieve the specific goal. Social media is more powerful than I believed before! As a PR, basically have to understand well, and apply well in How to use social media platforms to promote.

In conclusion, web 2.0 gives a tool for users to interact, to share user-generated content across the network. Online have  or offline.  Since users have more opportunities to create and to combine information from different users. However, 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. Therefore, as a professional social media manager, the selection of corrective strategy is most important to achieve operational goals or to improve reputation.



Dellarocas. (2003). Promise and challenges of online feedback mechanisms, The digitization of Word of Mouth, Manag SCI, 49(10), 1407–1424.

Hinton, S., & Hjorth, L. (2013). Chapter 2 What is Web 2.0? , Understanding Social Media, P7-31. London: SAGE Publications Ltd.

Hinton, S & Hjorth, I. (2013). Chapter 4 Participation and user created content, Understanding social media, p56-76. London: SAGE Publications Ltd.

Lee, S.-H., DeWester, D., & Park, S. R. (2008). Web 2.0 and opportunities for small businesses – Springer. University of Nebraska, Lincoln.

Murugesan, S. (2007). Understanding Web 2.0. IT professional. 9(4), 34-41.

O’Reilly, T. (2005). What is Web 2.0: Design Patterns and Business Model for the Next Generation of Software. Retrieved from


One thought on “Web 2.0: Social Media and Business

  1. Thanks for your wonderful essay which is really wonderful. I also choose this topic and I think I have learnt a lot from your article. I cannot agree with you more about that “the circumstance can be defined as audiences change the decision-making of the company, company change the action of audiences. ” Just like I mentioned in my essay, ZARA is a very typical company using this strategy. The collected the feedback and appreciation of their target audiences in social media platforms especially Instagram, and they also post their design on their ins to affect their customers’ appreciation of beauty. That is the benefit of Web 2.0.

    The Web 2.0 not only bring benefits to the companies but also provide opportunities to normal individuals to sale themselves to the public. That makes the internet celebrities who create content in their social media accounts as well as interact with the audieces become popular.

    I also feel it is difficult to engage with the target audience in my social media campaign. However, I found that using hashtages is an effective approach to attract target audiences’ attention. I got several likes and comments in Instagram and Twitter while few in Facebook, and I think it is because I use hashtages in these two apps.


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