Remember when “Web 2.0″ was as talked about as the weather? Everyone wanted their site to look Web 2.0. There were blog posts galore about companies becoming Web 2.0. When it comes down to it, Web 2.0 is really a couple of things: being social, using ajax, and efficient design. One of the things that drove me crazy during all the buzz was that everyone felt the need to make their site Web 2.0. That to me is “fad mentality.” It hasn’t really seemed to serve anyone in the past nor do I think it’ll serve anyone now. Web 2.0ishness doesn’t apply to everyone. Having a blog doesn’t apply to someone looking to put their plumbing business online. That kind of site needs basic Search Engine Optimization and the facts about their services.

So if you’re thinking about Web 2.0ing (not a real word) your company/site/brand, ask yourself a few questions:

• Will my company benefit from interacting with customers/members/clients through the web?
• Are my clients actually people who use the web to interact? (Most construction companies don’t use the web to conduct business)
• Are there better ways for me to drum up business/awareness for our company?

I’m not against Web 2.0, heck 26AM has jumped on the concept. I am however against trying to make something hip and trendy when it serves no purpose and in fact could potentially hurt a business.