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c13 JWBT144/Gordon September 16, 2009 12:55 Printer Name: Courier Westford, Westford, MA
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Harness Web 2.0 for
Competitive Advantage
A
groundswell has been building on the World Wide Web. It is referred
to as Web 2.0, but that term does not signify any changes in techni-
cal specifications to the Web itself, nor to any new hardware or software
technology, for that matter. Web 2.0 refers to changes in the ways site users can
connect and collaboratively interact over the Web. The term superorganism comes
to mind: a huge number of individuals interacting within a social organization
for common purpose and benefit. Consider the amazing accomplishments
of social insects—bees, ants, and termites. They function as mindless super-
organisms, performing the most incredible tasks: building their nests, forag-
ing for food, protecting the colony, raising their young, keeping the nests
clean. Each individual performs his or her function and unswervingly rallies
around the common cause. The analogy between Web 2.0 and social insects
is the collective involvement of the participants. Web 1.0 talked at the viewer,
but Web 2.0 involves the viewer as an active participant in social network-
ing. This engagement has evolved as a major force for influence, marketing,
fund-raising, traffic building, information sharing, collaboration, business and
personal connections, and competitive advantage.
Nine Representative ...