I BELIEVE THAT WHEN YOU GO ONLINE, you don’t search. You don’t even find. Instead, you are sually on a quest to make sense. That’s the goal of most visits to Google or Yahoo! or blogs or the Wikipedia. How do you make sense of the noise that’s coming at you from all directions? You won’t take action—you won’t buy something, book something, hire someone, or take a
position on a political issue—until you’ve made sense of your options….The first is that people like to listen. They like to listen to people they agree with and to people they trust. They go online to hear what others have to say. You do this every day. So do I. And the second is that people like to talk. This, of course, is no surprise to you, but it appears to have stumped the first generation of media conglomerates that have tried to control the conversation online.
Read Seth Goodin‘s ebook Everyone is an Expert at Something (pdf), a description of the evolution from Web 1.0 to 2.0, with tips for those seeking to communicate effectively in the new online environment. Please contribute your thoughts on this book to the Whats New Media Wiki.