Editing Web 2.0 (section)

===Marketing===
Web 2.0 is used by companies, non-profit organisations and governments for interactive [[marketing]]. A growing number of marketers are using Web 2.0 tools to collaborate with consumers on product development, [[customer service]] enhancement, product or service improvement and promotion. Companies can use Web 2.0 tools to improve collaboration with both its business partners and consumers. Among other things, company employees have created wikis—Websites that allow users to add, delete, and edit content&nbsp;— to list answers to frequently asked questions about each product, and consumers have added significant contributions.

Another marketing Web 2.0 lure is to make sure consumers can use the online community to network among themselves on topics of their own choosing.<ref>
{{cite news | url=https://www.wsj.com/articles/SB122884677205091919 | title=The Secrets of Marketing in a Web 2.0 World | last=Parise | first=Salvatore | newspaper=The Wall Street Journal | date=2008-12-16 | access-date=2017-08-08 | archive-url=https://web.archive.org/web/20170710043624/https://www.wsj.com/articles/SB122884677205091919 | archive-date=2017-07-10 | url-status=live }}
</ref> Mainstream media usage of Web 2.0 is increasing. Saturating media hubs—like ''[[The New York Times]], [[PC Magazine]]'' and ''[[Business Week]]''&nbsp;— with links to popular new Web sites and services, is critical to achieving the threshold for mass adoption of those services.<ref>{{cite web|url=http://www.readwriteweb.com/archives/mainstream_media_web20.php|title=Mainstream Media Usage of Web 2.0 Services is Increasing|last=MacManus|first=Richard|year=2007|publisher=Read Write Web|url-status=dead|archive-url=https://web.archive.org/web/20110811174656/http://www.readwriteweb.com/archives/mainstream_media_web20.php|archive-date=2011-08-11}}</ref> User web content can be used to gauge consumer satisfaction. In a recent article for Bank Technology News, Shane Kite describes how Citigroup's Global Transaction Services unit monitors [[social media]] outlets to address customer issues and improve products.<ref>
{{cite web|url=http://www.pntmarketingservices.com/newsfeed/article/Banks_use_Web_2_0_to_increase_customer_retention-800226524.html|title=Banks use Web 2.0 to increase customer retention|year=2010|publisher=PNT Marketing Services|access-date=2010-11-14|archive-url=https://web.archive.org/web/20101114164314/http://www.pntmarketingservices.com/newsfeed/article/Banks_use_Web_2_0_to_increase_customer_retention-800226524.html|archive-date=2010-11-14|url-status=live}}
</ref>

==== Destination marketing ====
In tourism industries, social media is an effective channel to attract travellers and promote tourism products and services by engaging with customers. The brand of tourist destinations can be built through marketing campaigns on social media and by engaging with customers. For example, the "Snow at First Sight" campaign launched by the [[Colorado|State of Colorado]] aimed to bring brand awareness to Colorado as a winter destination. The campaign used social media platforms, for example, Facebook and Twitter, to promote this competition, and requested the participants to share experiences, pictures and videos on social media platforms. As a result, Colorado enhanced their image as a winter destination and created a campaign worth about $2.9 million.{{citation needed|date=January 2020}}

The tourism organisation can earn brand royalty from interactive marketing campaigns on social media with engaging passive communication tactics. For example, "Moms" advisors of the [[Walt Disney World]] are responsible for offering suggestions and replying to questions about the family trips at Walt Disney World. Due to its characteristic of expertise in Disney, "Moms" was chosen to represent the campaign.<ref name=":0">{{Cite journal|last1=Hudson|first1=Simon|last2=Thal|first2=Karen|date=2013-01-01|title=The Impact of Social Media on the Consumer Decision Process: Implications for Tourism Marketing|journal=Journal of Travel & Tourism Marketing|volume=30|issue=1–2|pages=156–160|doi=10.1080/10548408.2013.751276|s2cid=154791353|issn=1054-8408}}</ref> Social networking sites, such as Facebook, can be used as a platform for providing detailed information about the marketing campaign, as well as real-time online communication with customers. Korean Airline Tour created and maintained a relationship with customers by using Facebook for individual communication purposes.<ref>{{Cite journal|last1=Park|first1=Jongpil|last2=Oh|first2=Ick-Keun|date=2012-01-01|title=A Case Study of Social Media Marketing by Travel Agency: The Salience of Social Media Marketing in the Tourism Industry|journal=International Journal of Tourism Sciences|volume=12|issue=1|pages=93–106|doi=10.1080/15980634.2012.11434654|s2cid=142955027|issn=1598-0634}}</ref>

Travel 2.0 refers a model of Web 2.0 on tourism industries which provides virtual travel communities. The travel 2.0 model allows users to create their own content and exchange their words through globally interactive features on websites.<ref name=":1">{{Cite journal|last1=Buhalis|first1=Dimitrios|last2=Law|first2=Rob|title=Progress in information technology and tourism management: 20 years on and 10 years after the Internet—The state of eTourism research|journal=Tourism Management|language=en|volume=29|issue=4|pages=609–623|doi=10.1016/j.tourman.2008.01.005|year=2008|hdl=10397/527|url=http://eprints.bournemouth.ac.uk/5126/1/TMA_eTourism_20years_Buhalis%26Law_FINAL_.pdf|access-date=2019-12-13|archive-date=2019-08-19|archive-url=https://web.archive.org/web/20190819051415/http://eprints.bournemouth.ac.uk/5126/1/TMA_eTourism_20years_Buhalis%26Law_FINAL_.pdf|url-status=live}}</ref><ref>{{Cite book|title=Information and Communication Technologies in Tourism 2011|last1=Milano|first1=Roberta|last2=Baggio|first2=Rodolfo|last3=Piattelli|first3=Robert|date=2011-01-01|publisher=Springer, Vienna|pages=471–483|language=en|doi=10.1007/978-3-7091-0503-0_38|chapter = The effects of online social media on tourism websites|isbn = 978-3-7091-0502-3|citeseerx = 10.1.1.454.3557|s2cid=18545498 }}</ref> The users also can contribute their experiences, images and suggestions regarding their trips through online travel communities. For example, [[TripAdvisor]] is an online travel community which enables user to rate and share autonomously their reviews and feedback on hotels and tourist destinations. Non pre-associate users can interact socially and communicate through discussion forums on TripAdvisor.<ref name=":2">{{Cite journal|last1=Miguens|first1=J.|last2=Baggio|first2=R.|date=2008|title=Social media and Tourism Destinations: TripAdvisor Case Study|url=http://www.iby.it/turismo/papers/baggio-aveiro2.pdf|journal=Advances in Tourism Research|pages=26–28|access-date=2017-05-10|archive-url=https://web.archive.org/web/20170830003226/http://www.iby.it/turismo/papers/baggio-aveiro2.pdf|archive-date=2017-08-30|url-status=live}}</ref>

Social media, especially Travel 2.0 websites, plays a crucial role in decision-making behaviors of travelers. The user-generated content on social media tools have a significant impact on travelers choices and organisation preferences. Travel 2.0 sparked radical change in receiving information methods for travelers, from business-to-customer marketing into peer-to-peer reviews. User-generated content became a vital tool for helping a number of travelers manage their international travels, especially for first time visitors.<ref name=":3">{{Cite journal|last1=Zeng|first1=Benxiang|last2=Gerritsen|first2=Rolf|date=2014-04-01|title=What do we know about social media in tourism? A review|journal=Tourism Management Perspectives|volume=10|pages=27–36|doi=10.1016/j.tmp.2014.01.001}}</ref> The travellers tend to trust and rely on peer-to-peer reviews and virtual communications on social media rather than the information provided by travel suppliers.<ref name=":2" /><ref name=":0" />

In addition, an autonomous review feature on social media would help travelers reduce risks and uncertainties before the purchasing stages.<ref name=":1" /><ref name=":3" /> Social media is also a channel for customer complaints and negative feedback which can damage images and reputations of organisations and destinations.<ref name=":3" /> For example, a majority of UK travellers read customer reviews before booking hotels, these hotels receiving negative feedback would be refrained by half of customers.<ref name=":3" />

Therefore, the organisations should develop strategic plans to handle and manage the negative feedback on social media. Although the user-generated content and rating systems on social media are out of a business' controls, the business can monitor those conversations and participate in communities to enhance customer loyalty and maintain customer relationships.<ref name=":0" />