With the advent of mass communication over the internet, businesses are trying to innovate by reaching out to employees, customers, suppliers and trading relationships through different channels. Recent trends indicate Web 2.0 is the front-runner of this revolution, with 44 per cent of American adults actively participating1. "Web 2.0" was coined in 2004 to describe the next evolution of the internet. It is based on the notion that people who consume media, access the internet and use the Web should not passively absorb the flow of content from provider to viewer. Rather, they should be active contributors, helping customise media and technology for their own purposes. Social network sites, blogs, wikis and other collaborative technologies are the result. Some companies are now taking this notion a step further. Because...
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