The Culture of Web 2.0
If you read about the themes of Web 2.0, then you can see that these new Internet tools work best in a particular organizational culture. While you can see some benefit from making your website more interactive or by using Flickr to share photos of your organization's work, you will never reap all of the benefits of Web 2.0 unless your organizational culture supports their full use.
Web 2.0 is built on the concept of participatory culture--that is, a culture that encourages everyone to participate in gathering, creating and using knowledge and information.
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