tive at O’Reilly Media, reers to many o the social and live aspects o the Web including blogging, podcasting, tagging, social sites, Ajax, RSS,and a ew other technologies, unctions, and services.
Te new tech-nologies coming out in
, a term that rst appeared in
Te NewYork imes
in 2006, create a Web that oers meaning—where the sumo all knowledge and online behavior can be accessed.
Te descriptor Ilike best is used by Doc Searls, a well-known industry pundit, and oneo the authors o
Te Cluetrain Maniesto
as well as editor o the
. He created the title
to describe the dramatic changerom the static Web o the 1990s to today’s interactive Web.
I agree with Doc Searls: We need to think o the Web as alive, as anecosystem with a heartbeat that is constantly moving and changingin order to create engaging, interactive marketing, and valuable busi-ness interactions at each touchpoint. Te result or marketers is theability to create, inuence, and participate in the conversations thatmake up markets. So, or the purposes o this book, I am opting to use
as the all-encompassing term or Web 2.0 and Web 3.0 andeverything in between.Te Live Web is a place where people meet, converse, create, andlearn. With all o these interactions, it is ast becoming a vast humanbrain trust—a repository we can search, analyze, and organize to bet-ter engage the world around us. Tis evolution o the Web has turnedmarketing on its head. Te Live Web has established users who gener-ate their own content to express themselves or their ideas about yourproducts, and the passionate ew who open up proprietary productsto add to or change them. It isn’t a conspiracy to hijack your brands,but it can make your job more dicult, and it should compel com-panies to rethink and reinvent their relationship with prospects, cus-tomers, and partners.oday’s hacking, mashing, and public expression is a natural evolu-tion o technology catching up with human behavior. Without a doubt,hackers are a part o American culture. For the past several decades,the marketplace has changed products to t personal needs or tastes.