Why Web2.0 are Important for Marketing

 It is increasingly common to use terms such as Twitter, Facebook, Wikipedia or Google ; its uses have spread in mobile applications, in our offices, and even cars and houses are built with this type of applications. The principles of these tools are grouped into : content creation , interaction, participation in communities, updated in real-time collaboration among members, and the freedom of being a user. They called Web 2.0 .
The century of knowledge and information ( XXI ) imposes new challenges for businesses. Its organizational patterns are transformed into the flow of information rather than tangible products . Thus the cycle of manipulation and analysis are shorter, looking for alternatives in the new virtual services that enable businesses to integrate their teams efficiently, optimally and collaboration. Previous studies have shown that an employee may spend 8.8 hours per week searching for information that may have been targeted by another member of the network. Similarly , the use of Web 2.0 seeks the increase in the external network of the company to gain visibility in the market, trends and generate reputation. However , Web 2.0 relieves the hierarchical control (direct management ), while productivity may be reduced because employees spend too much time on their social networks. Similarly, these platforms are security vulnerabilities for industrial espionage and disseminating false content.
That is why it is important to know these web 2.0 tools , its functioning, its advantages and disadvantages , so how they can be applied in a company and contribute to its development .

 2 . STATE OF THE ART
2.1 WEB 2.0: Definition

 The term " Web 2.0 " means all technical , features and uses of the World Wide Web that followed the initial shape of the web , especially interfaces that allow users with little technical knowledge to adopt new functionality of the web. Thus , users contribute to the exchange of information and can interact ( share, exchange , etc.). Simply, with both the content and structure of the pages, but also between them, including creating the social web . The user is using the tools at its disposal , an active person on the web ( Wikipedia ® ) .
The main contribution of Web 2.0 is positioned to have the user at the center of the web, as a consumer and producer of content. Whether in the field of consumer information or videos, these are the new uses that define the novelty of Web 2.0. A common characteristic of all these practices is the notion of participatory or collaborative ( Gervais , 2007).

 2.2 Specificity of WEB 2.0

 Service is classified as " Web 2.0" from the moment he meets these conditions ( Anderruthy , 2007):
A neat layout with, among others , the use of CSS stylesPerfect user interactivity : Each page changes in real time without needing to recharge .The ability to disseminate some of the information contained in its space for reuse from other services.The fact that everything is online and that the Internet has nothing ( except in special cases ) to install on their computer.
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