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This is my second IT Ethics Reader “Ethics 2.0”
and I know I have so way to go to really publish a book.Please let me know with your comments and suggestions so I can improve this book and my writing. Youcan email it to me viadomdeleonph@gmail.com.Thanks
 
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The world is changing and it goes faster and faster than ever. Businesses have to adjust as a new age has began. This is the age of web 2.0 technologies, the age of Social Media.
Hello World.
3
It wasn‟t an easy part. I grew up in the age where people can transfer photos via Bluetooth and
sendringing tones via infrared. The Cluetrain Manifesto Effect is my attempt to look back on how it all beganand what changed after more than a decade of manifesto.
Let‟s see if it still matters after a decade.
 
In the Beginning of the World Wide Web
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The Internet before was very exclusive for only people who can use it and m
ost people didn‟t care about
it. Market place was the hub of civilization. Communication and interaction is key. There is always a needto be heard and be discovered. Everyone is an audience to another
The Need to be liked on Facebook 
8 Web is viral. One liked topic in your
friend‟s steam can reach your network. Your friend‟s friend and so on.
It gives you a room with no parents to nag you, no professors to send you to the disciplines office, just youand your decisions.
Tweet is cheap
10
 
Conversation is what binds and nurtures a community. Projects are now being launched gathering people
from all walks of life and organize projects that we‟re simply impossible in the traditional way of building
an organization.
Markets are likes, comments, tweets
11
 
Now a days, it takes one twitter search to know that everyone else is talking about. A trending topic wouldsay what people love to rant or share online.
Type a status that has I wan‟t to “buy a new domain” and
someone else will reply and give you a link where you can see their offerings.
The #Hashtagged Organization
13
 
The Web builds that pyramid out of bricks instead of pure sand. It liberates us and gives us the feeling of freedom. It disregards the job title or pay check amount for anyone to be connected to everyone.
 
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EZ Answer
15
 
Business is being transformed, but not by technology. The Web is simply liberating an atavistic humandesire, the longing for connection through talk. It is transformed by the voice of the people. Thetechnology only became a medium.
The Source Code + Vantage Point + Inception.
19
Today‟s Marketers
always mention that it is now a two-way channel. The company promotes, consumersrespond. Compared to Mass media who focused on Advertisement, the web honed a and nurtured acharacter where everyone is one click away from anyone.
 About the Author.
79
 Dedication.
80
 References.
81
 
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