Trakia Journal of Sciences, Vol. 9, Suppl. 3, pp 169-177, 2011 Copyright © 2011 Trakia University Available online at: http://www.uni-sz.bg ISSN 1313-7069 (print) ISSN 1313-3551 (online) WEB 2.0 IN BUSINESS G. Kiryakova*, L. Yordanova, N. Angelova Faculty of Economics, Trakia University, Stara Zagora, Bulgaria ABSTRACT Information and communication are essential prerequisites for successful operation of businesses in the information society. The new level of business is directly related to Web 2.0. It is characterized by the enrichment of new business models to dynamic ones based on the services and technologies offered by Web 2.0. The role of social media in developing and implementing business strategies is expanding. Companies, who appreciate the power of social media, now use them as a new promising business environment with unlimited possibilities. The variety of social media does not facilitate business companies in their choice of facilities and services. Often, despite the use of the most popular social media the desired efficiency is not achieved. The goal of this paper is to investigate and analyze different tools and services, especially social media and to determine an effective model for integrating and implementing them in order to manage successfully business. Key words: Web 2.0, social media INTRODUCTION the companies only if they choose the right Information and communication technologies tools for the target group of customers. change the business environment and models in modern information society. Social media play an increasing role in developing and implementing business Through the application of Web 2.0 services strategies. Companies, who appreciate the and technologies basic model of interaction power of social media, use them as a new between companies and customers has promising business environment with changed from “sending” to “sharing”. This unlimited possibilities. On the other side the model is characterized by (1): variety of social media does not facilitate • Increasing visibility and influence of business in its choice of facilities and services. companies; Often, despite the use of the most popular • Changing the way customers interact with social media the desired efficiency is not each other; achieved. • Communities that are created around a The purpose of this study is to compare and brand, product or service; analyze various social media and to determine • New opportunities for rendering an an effective model for integrating them in account the customers’ views and order to manage business successfully. recommendations; • Improving interaction between employees. SOCIAL AND TECHNOLOGICAL ASPECTS OF WEB 2.0 Companies can benefit from the use of tools Characteristics of Web 2.0 can be viewed from and applications of Web 2.0, if they apply different perspectives. According to (2) the them properly and efficiently. New business main features of Web 2.0 can be classified into opportunities and new markets are opened to two aspects: social/business and technology. ___________________________________ *Correspondence to: Gabriela Kiryakova, Faculty • Architecture of participation of Economics, Trakia University – Stara Zagora, Bulgaria, [email protected], Web 2.0 provides a Web architecture that encourages user participation in the process of Trakia Journal of Sciences, Vol. 9, Suppl. 3, 2011 169 KIRYAKOVA G., et al. creating and sharing content and collaboration and can help to analyze various errors and between users. The available information bugs. There is a rapid and continuous resources are enriched and improved feedback. This model avoids the creation of continually as the result of this feature. different versions of software; the need to update to new versions and related problems of • Personalization of Web resources different nature. In the Web 2.0 model users play an active role • Syndication of information and in managing Web resources. They have the services tools to manage resources that are relevant to their needs; personalize content and resources Web 2.0 provides opportunities for reuse of according to their preferences; choose a way of information resources. It is possible thanks to navigating among them; choose the means for the use of Web applications that make notification when there are changes and etc. syndication of different applications and services (offered by different suppliers) • The power of Long tail possible. Web 2.0 technologies create information and resources not only for The theory of Long tail is a concept describing consumers but also for reuse by other software the strategy for selling a large number of applications. unique products in relatively small amounts – usually in addition to the sale of less popular SOCIAL MEDIA products in large quantities (promotional Social Web. Web 2.0 is often defined as social products). Successful implementation of the web according to its new role and fundamental strategy in distribution and inventory allows change in the way users use the Internet (4). the companies to realize significant profits of They become a part of the Web, actively selling small quantities of products that are participate and contribute to the creation of hard to find instead of selling large amounts of content, interact and collaborate with other a reduced number of popular products. Total users. sales of this number of “unpopular” items are called “long tail” (3). 1. What are social media? Social media are a set of Web-based In Web 2.0, each user can create its own technologies that enable the democratization of products – information, music, and video, content, change the role of users from designed for both personal and business goals. consumers of content to creators and These products are in digital form, thanks to publishers of content. These technologies technologies used to create them and are allow people to connect with each other and to available anytime and anywhere. This reduces create value through collaboration and the expenses associated with them. cooperation (5). • Deployment of Rich applications Other experts say that social media can be defined as a group of Internet-based The definition of rich in this case is associated applications created on the basis of ideological with the deployment of applications, providing and technological foundations of Web 2.0, a rich set of features and capabilities for which allows to create and share user interactivity directly in Web browsers. These generated content (6). applications and technologies provide opportunities for reducing the number of From those definitions we can conclude that queries from client machines to servers and the term social media includes different means therefore reduce the traffic between them. On – tools and services that make possible to the other hand complicated Web applications create, share and publish Web content or can be deployed and complex business services resources by the users themselves. On the other can be delivered. hand, these means create conditions for active communication, interaction and collaboration • Constant beta release between users. The result of these activities is New features can be added to each Web expressed in content creation, users’ application in the process of its use. The users interaction with the content and with other themselves contribute to the development of users. applications because they test each new feature 170 Trakia Journal of Sciences, Vol. 9, Suppl. 3, 2011 KIRYAKOVA G., et al. Using social media users can share their ideas, • Stimulate the activity of employees to photos, videos; become a part of a community participate in discussing and solving sharing common interests and views. different problems; • Opportunities for distance work – from From a business perspective, social media are a remote locations and at different times. subject of interest because they make possible the establishment of business contacts; market For the company: expansion; create communities that support • Establishing a web presence; companies or their products. Social media can • Creation and maintenance of community; be used also as a tool for marketing and etc. • Presentation of products, services and The main advantages of social media for events; business are: • Implementation of marketing campaigns. • There are no additional investments in Customers – Company: hardware, software or maintenance – Web • Effective communication in an informal 2.0 services allow remote access to form with customers and business partners; software and its functions thanks to the • Understanding the views of customers for model for software delivery – SaaS company’s products, collecting ideas from (Software-as-a-Service); them, etc. • Easy to use; • Do not require any special training of staff. One of the best examples of a company that manages to maintain and benefit from a blog is Disadvantages are associated with the losing Starbucks(Figure1)(http://mystarbucksidea.for control of: ce.com/apex/ideaHome). Through its blog, the • Content – sharing content gives control of company enables its customers to offer and it to users; share ideas for new drinks, food, even the • Services and tools – Web 2.0 services are design of cafes. Other users have the provided by vendors (Cloud computing). opportunity to discuss and evaluate the ideas. This results in the inability of company to Each user feels personally involved in implement full control of them. developing new products and the company has a generator of ideas and suggestions. 2. Which means