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Short for “Web log”—an online publication that keeps a running chronology of entries. Can connect to other blogs through blog rolls or trackbacks.Key uses: Share ideas, obtain feedback, mobilize a community.Trackbacks allow a blogger to see which and how many other bloggers are referring to their content.A “trackback” field is supported by most blog software and while it’s not required to enter a trackback when citing another post, it’s considered good “netiquette” to do so.Table 7.1 "Web 1.0 versus Web 2.0" lists several examples typically considered to fall under the Web 2.0 classification (a term coined by publisher and pundit Tim O’Reilly), and each is offered alongside its first-generation Internet counterpart.Millions of users, billions of dollars, huge social impact, and most of these efforts grew to influence millions in less time than it takes the average freshman to complete college.Over the past few years, a fundamentally different class of Internet services has attracted users, made headlines, and increasingly garnered breathtaking market valuations.Often referred to under the poorly defined umbrella term “A term broadly referring to Internet services that foster collaboration and information sharing; characteristics that distinctly set “Web 2.0” efforts apart from the static, transaction-oriented Web sites of “Web 1.0.” The term is often applied to Web sites and Internet services that foster social media or other sorts of peer production.,” these new services are targeted at harnessing the power of the Internet to empower users to collaborate, create resources, and share information in a distinctly different way than the static Web sites and transaction-focused storefronts that characterized so many failures in the dot-com bubble.

Peer production is also leveraged to create much of the open source software that supports many of the Web 2.0 efforts described above.Blogging can have significant appeal for an organization looking to be heard.Corporations that blog can enjoy from readers via comments.When technology moves that quickly, even some of the world’s most preeminent thought leaders can be sideswiped.Consider that when management guru Michael Porter wrote a piece titled “Strategy and the Internet” at the end of the dot-com bubble, he lamented the high cost of building brand online, questioned the power of network effects, and cast a skeptical eye on ad-supported revenue models.

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