Web 2.0 Tools in the Context of Integrated Communication: New Technologies Revolutionizing the Business Environment

This paper wishes to analyze the impact of web 2.0 tools on the business world, particularly focusing on the ways in which companies can extend their communication channels with customers by making use of new, Internet revolutionizing applications. Companies used to be able to establish themselves when and in which way they would initiate the dialogue with their customers. Nowadays the roles have changed to some extent, as it is mostly the customers who decide with which company, through which channel and in which point in time they would like to communicate. So the business world has to adapt and in some cases catch up with the new era of the Internet, which has brought up some very easy-to-use (Web 2.0) applications. A considerable part of our paper will therefore deal with trying to explain these applications and how they can bring and improvement in the business life. Looking at the big picture, we will try to underline some of the most important implications of implementing such tools and last but not least pin point a few ways in which researching the topic of "enterprise 2.0" could go further, exploring other interesting territories.