Web 2.0 is a phrase coined by O'Reilly Media in 2003 in reference to a second generation of web-based communities and hosted services — such as social-networking sites and wikis — which facilitate collaboration and sharing between users. O'Reilly Media titled a series of conferences around the phrase, and it has since become widely adopted.

At the recent Society of Independent Organizers (SISO) 2007 Executive Conference, a technology panel discussed Best Practices on the Web. While the breakfast keynote program lacked coherence between presentations, each panelist offered some valuable advice. I later had the chance to visit with each speaker to further drill down into individual perspective on web 2.0 and technology tools impacting the meetings industry. From these interviews, I realized that there really is no hard definition of web 2.0 or even what it takes to master the evolution of these internet tools.

A couple of weeks ago I ran across a YouTube video The Machine is Us/ing Us by Mike Wesch, a professor at Kansas State University which offered a visual presentation on the meaning of Web 2.0. It was one of the most eye opening moments for me as I began to understand the power of the tools that are driving this new generation of interactive websites. As he explains, “My videos explore mediated culture, seeking to merge the ideas of Media Ecology and Cultural Anthropology.” He also invites the world to participate in his research efforts: “Currently we are working on an ethnography of YouTube. You can check our progress at http://mediatedcultures.net/"

Since my Web 2.0 epiphany I am reconsidering how today’s meeting industry tools must adapt and evolve to meet the expectations of our community. Granted, web 2.0 is more than just linking and tagging content without having to develop the forms, but as the tools become more complex and robust, what new windows of opportunity will open up? I welcome your thoughts.