Web 2.0: Blissfull Bullshit

Web 2.0 is an alphanumeric combination I am sick and tired of hearing about. There’s not one blog out there that doesn’t have it’s branded take on Web 2.0. By Dec 1st, I was sure I had heard all the theories, until recently.

Scriv’s blogpost entitled “Web 2.0 Was Bullshit“. was referred to me by another Web 2.0 addict. Ironically, it was sent in a very non Web 2.0 manner - email. Scriv’s has interesting points on why the Web 2.0 idea fed us the bullshit card. Is Web 2.0 worthless?

The significance of partaking in Web 2.0 social networking is dependent on your business focus and the goals you are trying to obtain. Being realistic, any business who wants to be more than the local barber needs to have a website. The next generation of consumers probably have never opened up a telephone book. They Google it. So yes, a web presence is essential today.

Starting several years ago, with the mommy blog boom, companies are emphasizing more and more marketing online. It’s extremely cheap if you consider the right placement for an ad could reach more diverse audience than say your local paper. In this sense, Web 2.0 is not bullshit. Companies are trying to create brand cultures, most successfully done through using Facebook groups, blogs, Twitter, etc. If a company wants to attract a broad customer base, be seen as an industry expert, or “self-brand” the individual, they have to engage the web community. It’s a fact not bullshit.

Scriv’s believes the only great thing about Web 2.0 was all the “free” applications. Are they really FREE? Nope.

From the user end, Twitter, Alltop, BNet, Facebook, MySpace, WordPress, Blogger, etc, are all free. Flip the spectrum to the developer’s side, and that’s where you find the real cost of doing business in Web 2.0. The only way these sites are hoping to make a dime is through advertising, and that is damn risky. For the developer, if web analytics numbers decrease, your advertising revenue follows suit. Where does one recoup costs? Ouch…

Business must accept a Web 2.0 presence is essential in maintaining competitiveness. It also means incurring the costs of a web developer, blogger, server space, etc. Blogging may be free to Scriv’s, who probably isn’t flipping the bill for hosting or maintaining the site. Businesses such as Hubspot can offer you analytics, but you still have to do the work. Businesses shouldn’t expect massive return, maintaining a Web 2.0 presence is now just another cost of doing business. Suck it up.

In all reality, Web 2.0 isn’t all bullshit but it sure didn’t live up to expectations. I think it furthered a wave of revolution of how people network, brand marketing, and the popular selling of “knowledge” versus tangible product or service. Web 2.0 didn’t clarify, streamline, or replace “Google”, instead it has the potential to over complicated your personal and professional life.