Put simply, the internet of the 1990s was about static, information-based content and a clear separation between content provider and end user. The ‘new’ internet or ‘Web 2.0′ or ‘Semantic Web’ is all about richer content based on collaboration and information sharing, encouraging end users to be more interactive with the content they access and more proactive about producing their own web content.

Web 2.0 means new opportunities for businesses. Users can easily access the web at home, in the office or on their phone. Faster connections, new devices and new online applications have all helped to change the way people work, socialise and shop. It is now easier than ever for businesses to directly target customers with viral marketing campaigns, offer new online services or build brand awareness through the use of blogs, forums or social networking sites. Web 2.0 is far more about creating a community around a business brand and conversing online with their customers – a ‘web culture’ that means greater interaction between you and your customer.

A new web culture

Because of this ‘new web culture’, customers are increasingly looking to engage with a company or brand online in multiple ways. They expect richer content – and a greater variety – including audio and video podcasts, blogs, online forums and social networking. Increasingly, customers want to build a relationship with the brand. This requires a two-way dialogue between the customer and the business. Although this new web culture provides a richer customer experience, it also raises issues of how businesses use and manage these new technologies.

Web 2.0 and social media should be incorporated into a business public relations (PR) strategy. PR means getting people to talk and think about a business in a positive way. Social media provides an accessible platform for business customers to talk with each other. How they manage that platform and engage with what their customers are saying, is an important part of their PR strategy.

The new web culture has also raised customer expectations. Customers expect immediacy in their online interactions, where content is regularly updated and where any comments that they make are quickly replied to. There are more choices than ever before for customers online, so websites need to balance accessibility with richer and more engaging customer experiences using the variety of tools that are available.

TheNetShop websites include all these tools and functionality.