As publishers and sales executives in the magazine business of 2008, it is critical that you know the meaning behind the term Web 2.0. After all, it is one of the only gauges we have for determining if your Web strategy, web site and other related digital plan are “up to snuff”.
I can think of no better place to help us learn about this term than Wikipedia. Why? Because Wikipedia is the collective thoughts, definitions and the like from a group of smart or informed people. There collective definition is much better than my single explanation.
From Wikipedia, the free encyclopedia
(Redirected from Web 2) On September 30, 2005, Tim O'Reilly wrote a piece summarizing his view of Web 2.0. The mind-map pictured above (constructed by Markus Angermeier [1] on November 11, 2005) sums up some of the memes of Web 2.0, with example-sites and services attached.In studying and/or promoting web-technology, the phrase Web 2.0 can refer to a perceived second generation of web-based communities and hosted services — such as social-networking sites, wikis, and folksonomies — which aim to facilitate creativity, collaboration, and sharing between users. The term gained currency following the first O'Reilly Media Web 2.0 conference in 2004.[2][3] Although the term suggests a new version of the World Wide Web, it does not refer to an update to any technical specifications, but to changes in the ways software developers and end-users use webs. According to Tim O'Reilly,"Web 2.0 is the business revolution in the computer industry caused by the move to the Internet as platform, and an attempt to understand the rules for success on that new platform." [4]Some technology experts, notably Tim Berners-Lee, have questioned whether one can use the term in a meaningful way, since many of the technology components of "Web 2.0" have existed since the early days of the Web.[5][6]An IBM social networking analyst, Dario de Judicibus, has proposed a different definition which is more focused on social interactions and architectural implementation:"Web 2.0 is a knowledge-oriented environment where human interactions generate content that is published, managed and used through network applications in a service-oriented architecture." [7]
More from Wikipedia on this subject online at: http://en.wikipedia.org/wiki/Web_2
Now, for my thoughts. I would encourage all publishers and editors to review my top ten for Web success in 2008. I feel the following components are critical to your success and your quest for life beyond Web 2.0.
1. Unrestricted access to main site stories without registration. Only keep valuable data, like archives, behind a registration system.
2. Archives. Archives are critical to a magazines success online.
3. Easy to find search box that allows users the ability to search all pages of the site and return results that can either be narrowed down or expanded upon once the search is returned.
4. Web extras and web only content. There are additional sidebars that drive readers from the magazine to the web for more. And, the same goes for the web, the web extras should drive them back to the magazine.
5. Online subscription pages. Your readers should be able to do all their circulation fulfillment and management online.
6. Video. There should be 2 sections, publisher created videos and users created videos.
7. Blogs or editorial only sections. It is critical that magazine staff get involved online and write. It is perfectly ok to keep the public and staff blogs separate.
8. Community components. Special sections that have some similar components to MySpace.com or Facebook.com where readers can share, discuss and become a part of your online property.
9. Searchable advertiser index or searchable pages of your actual magazine. This is not to say every page of your magazine is online. Give readers the ability to find advertisers and/or more from your magazine. Digital editions can help solve this problem. As well, digital editions will help prepare you for the day when digital readers will become more prevalent within the public sector.
10. Dedicated insertion of advertisers into the online content. Ads that are outside the content in the stark white exile of your site not only tell the advertisers that you want them as far away as possible, but tells the readers that too. In addition you reduce ROI for your advertise by as much as 35%. Use Interactive Advertising Bureau standards and integrate ads in a rich way into your site.
Web 2.0 goes far beyond site structure and goes deep into content management technology as well. So, do not think that the above list is complete as it is not and it is my opinion. Read, read and then read some more. Also, listen to my new Digital Media OZ radio show as I ask experts about this very topic.
Blessings for a great 2008.
RRD
The views of Ryan Dohrn are 100% personal in nature and do not represent the views of his employer, any other person, company or entity in any way. Any similarly is coincidental in nature. Please listen to Ryan’s audio version of this blog online at http://www.RyanDohrn.com © 2007 Ryan R. Dohrn
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