"All Web 2.0 (Social Media/Network Platforms) are equal, but some Web 2.0 are more equal than others." - adapted from the book Animal Farm. With so many of them to choose from, the decision of which ones to use can be overwhelming. But this isn't an inconceivable task - providing that we have clearly defined the real purposes of using Social Media as it relates to our businesses and meeting our goals. Only then, should we even think about implementing any kind of Web 2.0 applications - just to avoid wasting our time, so to speak. Having said that, the task that now remains is to identify the most appropriate and effective Web 2.0 applications to our PR strategy. The choices are endless and so Marketers and Public relations professionals should remain informed about all available options.
Web 2.0 applications can easily be categorized according to how they are used - their functions per se. Currently, there are several such applications which may be either business oriented (B2B) while other categories are more suited for customers (C2C) and the regular layman: companies will benefit greatly from knowing these differences in order to maximize their online marketing and public relations efforts.
Business to Business (B2B) Applications
These are efficient when businesses desire to collaborate and share confidential information among themselves. Applications such as Salesforce, Microsoft Sharepoint, Microsoft Dynamics, Sugar CMP among many others would be ideal in this regard. Interestingly, there are also those web 2.0 platforms (Internal Business Web 2.0) that are used exclusively for internal communication among employees within an organization.
Business to Client (B2C) Applications
Essentially the title of this speaks for itself. Such platforms enhance the way a business will relate to its consumers in a more direct and interactive manner. Currently, platforms such as Blogging Apps, Wiki sites, Facebook, LinkedIn, or topic forums, allow plenty of latitude in this regard. Although less popular, there are many more Web 2.0 Apps such as SocialWok, Chatter, CloudContacts, pbwiki, pingg and a myriad of others.
Client to Business (C2B) Applications
This can be considered as the opposite model to the B2C model. In the B2C concept, it is the business that provides goods and services while the consumers who have created the demand, utilizes these products. C2B allows the client to offer products and services to businesses as in the case of Google AdSense. Affiliation platforms and programs offered by sites such as ClickBank, Commission Junction or even Amazon are also varieties of this model. Platforms which offer online surveys such as Survey Scout, Opinio, Survey Monkey are also classic examples of C2B Web 2.0 Applications along with Open Source developers for example as in the case with Linux.
Client to Client (C2C) Applications
These are undoubtedly the most common forms of Web 2.0 platforms there. Of course with so many of them on the market, some will be more popular than others. Essentially, they allow direct interaction and social networking online among persons on a massive scale. Again blogging platforms, Wiki websites and forums find themselves within this category. C2C Web 2.0 platforms also allow persons to indulge in multimedia and document sharing among themselves as in the case with Podcasting, YouTube, Flickr, Google Docs and ShareSlide.
When implemented into PR and marketing strategies the appropriate Web 2.0 or Social Network platforms will enhance the online experience of your business thereby increasing revenues. Public relations professionals and Marketers should therefore craft their efforts around using these media efficiently.
Shelly-Ann Roper is an avid Marketing and PR Consultant, primarily in the area of Network Marketing for small businesses online. More articles from her are available at her blogspot: http://onlinepr101.blogspot.com/.
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