Everybody is talking about web2.0 but if you ask them what that actually is you’ll get a lot of different answers.
In the just published proceedings “Web 2.0 – Die nächste Generation Internet” (Hrsg. Miriam Meckel, Katarina Stanoevska-Slabeva, Nomos 2008 ) this term is defined by interactivity and user generated content.
This way the web changes from a pure information sending platform to a network where everybody can participate.
This “evolution” also brings many changes for PR work. In times of web1.0 you focussed on writing and sending press releases to relevant websites or via newsletter.
With web2.0 there are many more possibilities. In addition to the above mentioned measures you should spread the word in social media (social networking platforms and blogs) too. Coordinate these releases with your other activities.
The top of using the possibilities of web2.0 according to the above mentioned book is the so called “community building“: Provide a platform for an internet community of people who are interested in your person/products/issues.
That way you can be in direct touch with your targetgroups. This intensifies their relation to your issue and gives you the possibility to be update with your market more quickly.
Of course your products/issues need to be worth it otherwise the best community is useless. Because in web2.0 bad news are spread just as quickly as the good ones.
Example: Keane
www.keanemusic.com
An example of a website that has just gone web2.0 is www.keanemusic.com
Already referring to the layout of (and advertising) their coming album “Perfect Symmetry”, they spread the word about this new website for example on myspace. And to add one more appetizer they provide their first single of the new album as a free download for a limited time.
When you want to download the mp3-file, you have to fill in your country and email address and can (!) agree to join the Keane-newsletter. Then you get sent a link with a download address.
In addition to the usual bandinfo, newsarchive and discography there is now a forum on the new website too – their very own official community (as described above).
