Web 2.0
We still find "Web2.0” a useful concept despite the common use and misuse the term now has. For us, "Web2.0” is a combination of technologies allowing many ordinary people, as opposed to large organisations or technical specialists, to publish, share, find and combine information and ideas. Examples are; blogs, RSS feeds, social networking sites, photo and video sharing, tagging and file sharing. Because of this architecture of participation the relationships between people and between them and companies, brands, or even governments are likely to change.
This could also mean simultaneous changes to how we observe, what we observe, and how we share the results.
So we apply the same Web2.0 strategy to client needs as we have applied to ourselves. We explore the theoretical possibilities, but we experiment hands-on with the technologies and gain first hand experience of their strengths and weaknesses. So we maintain a realistic and open-minded position – particularly about the here and now. We regard Web2.0 as a species of change which is taking place alongside others such as globalisation, and a contradictory convergence and divergence in people’s experiences and values around the world. So it needs to be understood in these contexts rather than in isolation.
Bombarded with Web2.0 propaganda, hype and apocalyptic scare stories as they are, we believe this is a position that clients will appreciate and benefit from.