{"id":111,"date":"2018-06-14T19:04:31","date_gmt":"2018-06-14T19:04:31","guid":{"rendered":"https:\/\/pressbooks.ccconline.org\/bus3060\/chapter\/ch07\/"},"modified":"2026-02-15T02:52:20","modified_gmt":"2026-02-15T02:52:20","slug":"ch07","status":"publish","type":"chapter","link":"https:\/\/pressbooks.ccconline.org\/bus3060\/chapter\/ch07\/","title":{"raw":"7.1 Introduction","rendered":"7.1 Introduction"},"content":{"raw":"
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Learning Objectives<\/span><\/p>\r\n\r\n<\/header>\r\n

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After studying this section you should be able to do the following:<\/p>\r\n\r\n

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  1. Recognize the unexpected rise and impact of social media and peer production systems, and understand how these services differ from prior generation tools.<\/li>\r\n \t
  2. List the major classifications of social media services.<\/li>\r\n<\/ol>\r\n<\/div>\r\n<\/div>\r\n \r\n\r\n<\/div>\r\n

    Over the past few years a fundamentally different class of Internet services has attracted users, made headlines, and increasingly garnered breathtaking market valuations. Often referred to under the umbrella term \u201c[pb_glossary id=\"718\"]Web 2.0[\/pb_glossary]<\/a><\/span>,\u201d these new services are targeted at harnessing the power of the Internet to empower users to collaborate, create resources, and share information in a distinctly different way from the static Web sites and transaction-focused storefronts that characterized so many failures in the dot-com bubble. Blogs, wikis, social networks, photo and video sharing sites, and tagging systems all fall under the Web 2.0 moniker, as do a host of supporting technologies and related efforts.<\/p>\r\n

    The term Web 2.0 is a tricky one because like so many popular technology terms there\u2019s not a precise definition. Coined by publisher and pundit Tim O\u2019Reilly in 2003, techies often joust over the breadth of the Web 2.0 umbrella and over whether Web 2.0 is something new or simply an extension of technologies that have existed since the creation of the Internet. These arguments aren\u2019t really all that important. What is significant is how quickly the [pb_glossary id=\"718\"]Web 2.0 [\/pb_glossary]revolution came about, how unexpected it was, and how deeply impactful these efforts have become. Some of the sites and services that have evolved and their Web 1.0 counterparts are listed in Table 7.1 \u201cWeb 1.0 versus Web 2.0\u201d1<\/sup><\/a>.<\/p>\r\n\r\n

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    Table 7.1<\/span> Web 1.0 versus Web 2.0<\/p>\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n
    Web 1.0<\/th>\r\n<\/th>\r\nWeb 2.0<\/th>\r\n<\/tr>\r\n<\/thead>\r\n
    DoubleClick<\/td>\r\n\u00a0\u2192<\/td>\r\nGoogle AdSense<\/td>\r\n<\/tr>\r\n
    Ofoto<\/td>\r\n\u00a0\u2192<\/td>\r\nFlickr<\/td>\r\n<\/tr>\r\n
    Akamai<\/td>\r\n\u00a0\u2192<\/td>\r\nBitTorrent<\/td>\r\n<\/tr>\r\n
    mp3.com<\/td>\r\n\u00a0\u2192<\/td>\r\nNapster<\/td>\r\n<\/tr>\r\n
    Britannica Online<\/td>\r\n\u00a0\u2192<\/td>\r\nWikipedia<\/td>\r\n<\/tr>\r\n
    personal Web sites<\/td>\r\n\u00a0\u2192<\/td>\r\nblogging<\/td>\r\n<\/tr>\r\n
    evite<\/td>\r\n\u00a0\u2192<\/td>\r\nupcoming.org and Eventful<\/td>\r\n<\/tr>\r\n
    domain name speculation<\/td>\r\n\u00a0\u2192<\/td>\r\nsearch engine optimization<\/td>\r\n<\/tr>\r\n
    page views<\/td>\r\n\u00a0\u2192<\/td>\r\ncost per click<\/td>\r\n<\/tr>\r\n
    screen scraping<\/td>\r\n\u00a0\u2192<\/td>\r\nWeb services<\/td>\r\n<\/tr>\r\n
    publishing<\/td>\r\n\u00a0\u2192<\/td>\r\nparticipation<\/td>\r\n<\/tr>\r\n
    content management systems<\/td>\r\n\u00a0\u2192<\/td>\r\nwikis<\/td>\r\n<\/tr>\r\n
    directories (taxonomy)<\/td>\r\n\u00a0\u2192<\/td>\r\ntagging (\u201cfolksonomy\u201d)<\/td>\r\n<\/tr>\r\n
    stickiness<\/td>\r\n\u00a0\u2192<\/td>\r\nsyndication<\/td>\r\n<\/tr>\r\n
    instant messaging<\/td>\r\n\u00a0\u2192<\/td>\r\nTwitter<\/td>\r\n<\/tr>\r\n
    Monster.com<\/td>\r\n\u00a0\u2192<\/td>\r\nLinkedIn<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<\/div>\r\n

    To underscore the speed with which Web 2.0 arrived on the scene, and the impact of leading Web 2.0 services, consider the following efforts:<\/p>\r\n\r\n