Do you have trusted communications occurring openly, transparently and responsively on your website? If not, then chances are these communications are occurring elsewhere, predominantly in citizen-empowered, self-built, online communities, powered by Web 2.0 technologies.

The use of Web 2.0 technologies internationally has grown rapidly in the last few years with an increase from approximately 0.5 billion to 0.67 billion participants between 2007 and 2008. Research by Nielsen in 2009 showed that use of email, the killer app of the 90s, has now been replaced by Web 2.0 websites [1] with an estimated growth three times as fast as the pace of general online growth. Importantly, Nielsen’s research shows that rather than this being an activity only engaged in by the young, the biggest increase in use of Web 2.0 websites in 2009 comes from the 35-49 year old age group – an increase in 11.3 million people.

Source: HitWise, 2009

What activities are they involved with? A recent survey by the Australian Government Information Management Office (AGIMO) [5] noted the ways in which Australians preferred to communicate online included strong use of Web 2.0 technologies.

Edelman’s research points to the reason why. His 2008 Trust Barometer reinforces that people trust those they can identify as ‘like themselves’.

Source: Edelman’s Trust Barometer, 2008

This is hardly surprising given that identity is the cornerstone of Web 2.0 technology. Identity allows for identification, after which rapport can be built through availability of tools that promote interaction. Trust is then built through consistent, responsive communication.

Source: 7 Building Blocks Of The Social Web. Gene Smith of Atomiq. http://experiencecurve.com/archives/seven-building-blocks-of-the-social-web

Google loves these conversations. They supply new content to index, created by people discussing what you’ve published on your corporate website. This supplies new links by people forwarding content into their own online communities like Facebook, MySpace, FlockIt, DiggIt, and StumbleUpon because of its relevance to that community. And, of course, Google indexes all of these activities, and more, which ensures its search ranking is higher compared to static, ‘read only’ content. In turn, this makes that content easier to find.

Are you encouraging trusted conversations on your website? If not, your competition will be!

M

- – - -

[1] The Nielsen Company, 2009. Social networks & blogs now 4th most popular online activity, ahead of personal email, News Release. New York, NY. 9 March.

[2] Internet World Stats, 2008. Internet Usage Stats and Telecommunications Market Report. Online at: www.internetworldstats.com

[3] Office for National Statistics, 2008. Internet Access. 65% of households had access in 2008. Online at: www.statistics.gov.uk/CCI/nugget.asp?ID=8

[4] Internet World Statistics, 2008. Internet Usage Statistics for the Americas. Online at: www.internetworldstats.com/stats2.htm

[5] Australian Government Information Management Office, 2008. Interacting with Government. Australians’ use and satisfaction with e-government services