Web 2.0 is a new way of thinking about software that emphasizes user participation, openness, and network effects to create a more mature Internet. Companies can benefit from Web 2.0 by gaining measurable increases in innovation, knowledge, lower costs, and higher revenues by tightly integrating these technologies and linking customers and suppliers. Web 2.0 tools present many opportunities for companies if they know how to use the vast array of technologies, like social networking sites, to harness consumer engagement and creativity.