With the adoption of Web 2.0, no longer can a company rely solely on their own marketing to establish an online profile and create company legitimacy and credibility. The read/write web has enabled anyone with an internet connection and a keyboard to become part of the conversation, and the reader is left with the daunting task of sorting through the fiction and non-fiction to arrive at an intelligent conclusion. Needless to say, this affords anyone with an opinion the opportunity to express it, regardless of whether it is beneficial to the web community in general.
The bottom line continues to be caution. Certainly there are benefits to having anyone and everyone weigh in on a subject, increasing the collective intelligence of the web and sorting the massive flux of information. But is there anything to stop misinformation and lies, besides one’s moral obligations? (more…)