Web 2.0 (Antonio Fumero, Genís Roca y Fernando Sáez Vacas)

Abstract

Review of the book: Antonio Fumero, Genís Roca y Fernando Sáez Vacas. Web 2.0. Madrid: Fundación Orange, 2007, 131 pp. Any aspect refered to Web 2.0 is generating great interest both within and outside of our profession. For some people this interest is unreasonable, for others it is justified because they say that the relations of the organizations with their customers and users are in a turning point. The authors who have studied the implementation of blogs in companies stress that they use them, and by extension all of the tools 2.0, with a threefold: to listen, to talk and to influence. That is the new philosophy of the relationship with the user, a philosophy that the intelligence units have also applied. We have to move from the communication to users to a conversation with them. The book published recently by the Orange Foundation with the simple and direct title 'Web 2.0' may help us to understand this new process of conversation, why it is necessary, what tools we need and why society expects the above attitude from organizations.