June 4, 2008, 12:00 AM

Innate behavior comes to the web through Web 2.0

Web 2.0 is both a concept and a set of technologies that supports the concept, David Friedman, president, central region, at site design and digital marketing firm AvenueA | Razorfish, will tell attendees at IRCE 2008 in Chicago next week.

Web 2.0 is both a concept and a set of technologies that supports the concept, David Friedman, president, central region, at site design and digital marketing firm Avenue A | Razorfish, will tell attendees at IRCE 2008 in Chicago next week.

Web 2.0 moved the Internet from a static source of information and merchandise to an arena where users can interact and collaborate, Friedman says. The technologies behind newer Internet staples such as social networks, customer reviews and video sharing enable the concept, he adds.

“Web 2.0 taps into innate human behavior,” Friedman says. “People have always asked each other for advice on goods and gone shopping together. Web 2.0 taps into this innate desire to learn from each other, and instead of being limited to family and friends or by geography, people now can reach out to the world.”

Friedman, who will present “Web 2.0: A reality check” in a June 10 session at the conference, predicts Web 2.0 folksonomies will go mainstream in the years ahead. A folksonomy is a social tagging method that classifies, aggregates and rates online content. These methods have been popularized by such sites as Digg and del.icio.us.

“People visit a folksonomy site and access all that information, positive and negative,” he says. While none of the folksonomy sites today are very topic-specific, he adds, they likely will begin to break out into specialized subjects, including shopping.

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