For a while now, I have been watching how the mainstream business world has been trying to infiltrate the formerly underground, avant-garde Web 2.0 applications. Facebook started as a student only application and now most businesses and popular brands have decided to try to invade potential customers lives by meeting them using the technology they use so often. Twitter initially seemed like a novelty that allowed people to communicate with many while doing mundane things. Just about every car manufacturer, soda company, news organization or retail store are on Facebook or can be followed by Twitter. This phenomenon is not limited to businesses. Colleges, Universities and non-profit organizations are using this technology readily.
Web 2.0 is truly where we have a generation gap. For example, I keep up with friends on Facebook regularly however, normally I am an early adopter but this time, I waited years before becoming a fan. Senior managers are now having to do whatever it takes to gain new consumers and keep existing customers so they are using every means of reaching people. It is like a license to advertise. I am a fan of Kohl’s department store – student budget! I had been signed up before for their emails to update me about sales. However, there are different messages and discounts that I receive via Facebook. So as a customer, I am getting the benefit of extra discounts and promotions, which would never have reached me without Facebook.
Speed and collaboration are the basic engines that are involved. We are technologically dependent and given the portability of smart phones, netbooks and laptops, information has become ubiquitous. The technology lets consumers participate in the process more than before. Normally, dissatisfied customers were limited to word of mouth complaints. Now, the word of mouth is open to anyone willing to read a blog, see a comment or posting. That way, we are now able to tell more people about our experiences. Likewise, good experiences are also shared with more people. I read tonight that Chris Brown dropped his Twitter account due to blackballing of his new album. Note to self, Chris, you did this to yourself. But, the people have spoken.
Different groups of people are also collaborating together. There are groups of moms who get together virtually. Students listen to other like-minded students and same age groups. Our culture is filled with instant gaffes posted on YouTube and historic achievements memorialized at the same time.
It really rings true what Commodore Grace Hopper said many years ago about computers, at the time she referred to our being in the Model T age. Now, we are just beginning to be part of the boom, like the domestic car market experienced in the 1950’s. Imagine the possibilities that we will have in just one year, three, five or even ten. We will likely not even recognize this time and at the same time, not remember what we did without the new technology then.
The next great Web 2.0 application that is on the verge will become tomorrow’s dominant technology. Businesses will have to remain agile and continually adapt to these technologies as they develop. It will be a Darwinian evolution in business. What an exciting time to be part of Internet Technology.
More later,
ch
