Beyond Web 2.0 Buzz

5. Make life easy. Repost existing content/images/video that you have on your Web site.

6. Include a way to sign up for your e-newsletters on your profile page.

Jo Sullivan, senior vice president of development and communications for the ASPCA, also discussed her organization’s experiences with Web 2.0 strategies. Sullivan said that while at the turn of the century the Web might merely have been a new “channel,” it now is a “platform” that offers paid and earned media opportunities and opportunities for cultivation through meet-ups and moderated discussions, and enables users to generate content in the form of audio, video and editorial.