Brent Leary wrote a great article on Small Business Trends about why small businesses aren’t all about Web 2.0. His reasons are likely pretty accurate:

1. Silly names (blog, wiki, podcast) turn people off.
2. Silly names make people think Web 2.0 is for kids.
3. Since not a lot of big companies are into Web 2.0, small businesses don’t want to dip their toes in yet.

I understand change is hard. I understand that people are afraid of the risks involved in changing directions. But Web 2.0 and Marketing 2.0 are so harmless. Those of you wallflowers should know it’s like ripping off a bandaid. You make it a bigger deal than it is. You’ll never get that yacht you always wanted if you don’t look into how to market your company more effectively.

Here are my reasons to add to Brent’s list of feeble excuses. Which one is yours?

1. Because you (as the CEO) don’t understand the technology, you assume it’s worthless.

Let me address this. I understand that for many people, technology does not come naturally. My generation was on the fence: I learned to type on a (gasp) typewriter. But even if you have no inclination to delve into the world of blogs and wikis, don’t fear what they can do for your company. Hire a competent marketing individual who can explore the wide world of Web 2.0 and report back to you. You can even cover your ears for all the parts except “this is really going to increase sales!”

2. You assume anything new is going to be costly.

Wrong again. Marketing 2.0 is so much more affordable than what you’re doing now. That print ad that costs you $10,000 a year and generates $100 in sales? Worthless. You could advertise online for a fraction of that cost and get a much better ROI. If you want to save money (and I assume you do), Marketing 2.0 is worth exploring.

3. You don’t know where to look for information.

Hey, try the internet! You’re reading my blog, so that’s a great place to start. Here are some other good resources to teach you all you need to know about Marketing and Web 2.0.

• Wikipedia: any definition you want to look up, you can find here.
• Seth Godin has a great marketing website
• Duct Tape Marketing
• searching for Web 2.0 on Google will give you more results than you can ever get through

Make it your New Year’s resolution to start using Marketing 2.0!

Susan Payton is Managing Partner of Egg Marketing & Public Relations. She assists small businesses with marketing strategy and corporate communications. She is also the author of 101 Entrepreneur Tips, a handy guide that helps entrepreneurs make repeat customers, close the sale, and delegate work. For more information on Susan and Egg Marketing, visit http://www.eggmarketingpr.com or email her at smpayton@eggmarketingpr.com. Get free shoestring marketing advice on Susan’s blog, http://www.eggmarketingblog.com

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Some define the term as a general description of the second generation of the web - moving away from “brochure type” websites through the use of interactive technologies. Other people use “Web 2.0″ to mean a certain “look” for website elements, including 3D tabs and buttons, more cutting edge graphics, and a less boxy or grid-based website layout.

The attempt to clarify the exact meaning of this now ubiquitous term has caused quite a bit of disagreement between groups.

Whether you are gung-ho for Web 2.0, not too enthusiastic about embracing the concept, or have no idea of what it is - read on, so you can weigh in the next time it’s brought up at a business luncheon.

The term stems from O’Reilly Media in 2004. It suggests a new version of the WWW, yet doesn’t refer to any update of technical specifications - only to the ways the developers and users will use the web.

Technologies included:

* Blogs

* Mashups

* Social Bookmarking

* Wikis

* Podcasts

* RSS Feeds

* APIs (Application Programming Interfaces)

* Online Web Services

Many more technologies are included.

Characteristics often include browser-based programs, which allow :

* Interactivity

* Participation

* Syndication

Many people today are requesting website design that is Web 2.0 compliant. Often what they are referring to is a “look”. Examples are gradient boxes, shiny floor effect, and bright shiny plump logo design, rather than any specific functionality.

In a nutshell, the term “Web 2.0″ means different things to different people. Like abstract art, it’s what you want it to be. Since there aren’t any set standards, you are free to interpret what it means to you and whether to apply the principle to your website design.

Joanne Pele is the Vice President of Operations at Complete Business Systems. Complete Business Systems provides a ready-to-go branding package for your company, including website, logo, business cards and letterhead. Additional services include postcard design, databases, press release and web content writing. For more information, visit Complete Business Systems or call 800-479-9186.

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