The Social Media Future

evolution of the web

For some specialists it is essential to know the evolution of the web, but how often do we find the terms web 2.0, web3.0 in newspapers, on television or at the university? Here then is the need to clarify these terms.

Since 1993, the internet was exclusively used by scientists and the military and commercial applications in the use of the web were limited. The affirmation of browsers and commercial activities on the internet, which is called web 1.0 , represents the first phase of the recent use of the internet; the more current web 2.0 sees the growth of social network sites and the birth of a participatory culture on the network, which distinguishes web 2.0 ; finally, web 3.0 represents the phase we are currently experiencing, defined by a series of possible paths that we will explore later.

However, let’s try to deepen the theme:

WEB 1.0

In the first stage, the Internet implements an interconnection of users based on communication networks; develops websites, portals and web service platforms in which users can only browse, browse the virtual catalog of products, deepening their characteristics, and buy from the companies’ websites. With the web 1.0 the possibility of interaction between the company and its customers is limited , therefore the only points of contact are the classic means: mailing, fax , telephone and advertising. In this way, a unidirectional communication flow is determined which, starting from the top down, aims at the reference market, without exploring or sharing its desires and proposals.

WEB 2.0

The second stage instead is characterized by web 2.0 , understood as the set of all those online applications that allow a marked level of interaction between the website and the user, in which tools such as social networks , blogs , tags and podcasts offer the possibility to deepen the company-customer relationship and to develop a flow of participatory communication between the users on the network.

The Web 2.0 is therefore based on three pillars: interaction, sharing and participation. The interaction offers each individual the possibility of using, in real time, the contents that interest him most and of sharing them with other users on the network. In this way, communication becomes participatory, because anyone can contribute to the dissemination of content on the Internet, which becomes accessible to everyone.

The multiplication of new IT tools called social media , including PDAs and smartphones , make it possible to obtain online interconnection and are able to convey new specific contents, managing to overcome the limit (temporal and spatial) of channel-based services traditional. Moreover, today’s sharing is based on the simplicity of using social networks ( Facebook, MySpace, LinkedIn , etc.), on the possibility of always being in touch, sharing opinions and experiences of consumption and not. The phenomenon of digital convergence appears fundamental here .


WEB 3.0

Following this path we arrive at web 3.0 of which we cannot give a precise definition since the same process is in continuous evolution, but we will try, however, to summarize it in some points:

– transformation of the web into a database ;

– exploitation to the best of technologies based on artificial intelligence capable of interacting with the web in an almost human way;

– the presence of the semantic web , for which much more advanced searches of the current ones will be possible, based on the presence in the document of keywords, hypertext links, etc;

– the presence of the enhanced web , or a web capable of influencing reality like never before thanks to Social ( Social references );

– the presence of the 3D web , the transformation of the web into a series of 3D spaces, in line with what has already achieved “Second life”;

– a mechanism of fusion of the poles : no longer two distinct poles (artist-fan, company-consumer, political-voter) that dialogue independently of the other. The two poles have merged and constitute a single stream of continuous co-creation.


And so we also see the marketing change :

web 1.0 2.0 3.0

It can therefore be said that the era in which we are living is affected by the profound changes in information technology , communication (ICT) and globalization. Society is now ashamed of a growing relevance of creativityas an engine of the connective tissue of today’s society. Furthermore, globalization has emerged far from creating a “universal consumer”, instead causing cultural contaminations that enrich consumers’ expectations and needs, leading them to rediscover their local traditions. Following this direction, companies will therefore have to both safeguard local cultures and be active in participating in the resolution of local problems, thus generating new marketing practices that will be subsequently exposed.

We are faced with an extremely advantageous context for the commercial sector, whose bit-transformation process is made so powerful by three main factors:

Moore’s law that the bits become much cheaper to use because it is possible to manipulate and store them;

– the possibility of creating digital media to be exploited , such as social networks ;

digital convergence

Guarda questo video che ti spiega tramite slide molto semplici questa evoluzione a cosa ci porterà


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