Web 2.0 refers to social networks, blogs, wikis, online message posting, podcasts, and other web-based communities that create their own content to interact with one another. MySpace, YouTube, Wikipedia, Skype, blogs, online message posting and podcasts are part of the vocabluary and second nature to most 15–34 year olds around the globe. However, corporate Australia is regarded as 2-3 years behind the rest of the world when it comes to harnessing the potential of Web 2.0.
A recent study by web audience measurement firm Hitwise showed that Web 2.0 style sites now account for 12 percent of US web activity, up from just 2 percent two years ago. For Australian businesses, web 2.0 represents new ways of marketing to forge stronger ties with customers. It’s also a great opportunity to monitor – free of charge – what consumers think about them and their products, competitors and industry.
There are also big risks in a format that is essentially word-of-mouth gone global. If a consumer has had a negative experience with your business or product, their online comments can reach thousands of people immediately, and stay in cyberspace forever, picked up by every Google search of the company name or product. Web 2.0 can impact heavily on businesses who may not place much importance on customer service, but will reward those brand who do. If you do want to utilise Web 2.0 to your advantage, be honest, be accessible, and above all be open to the comments your consumers feel the need to post.
Sydney Public Relations Agency, CP Communications provides specialist media, traditional and online PR strategies that get amazing results. Contact us today. For more great tips visit our website www.cpcommunications.com.au.
