Thackeray Rosemary, Neiger Brad L, Hanson Carl L, McKenzie James F
Department of Health Science, Brigham Young University, Provo, Utah, USA.
Health Promot Pract. 2008 Oct;9(4):338-43. doi: 10.1177/1524839908325335.
The second generation of Internet-based applications (i.e., Web 2.0), in which users control communication, holds promise to significantly enhance promotional efforts within social marketing campaigns. Web 2.0 applications can directly engage consumers in the creative process by both producing and distributing information through collaborative writing, content sharing, social networking, social bookmarking, and syndication. Web 2.0 can also enhance the power of viral marketing by increasing the speed at which consumers share experiences and opinions with progressively larger audiences. Because of the novelty and potential effectiveness of Web 2.0, social marketers may be enticed to prematurely incorporate related applications into promotional plans. However, as strategic issues such as priority audience preferences, selection of appropriate applications, tracking and evaluation, and related costs are carefully considered, Web 2.0 will expand to allow health promotion practitioners more direct access to consumers with less dependency on traditional communication channels.
第二代基于互联网的应用程序（即Web 2.0），用户在其中控制通信，有望显著加强社会营销活动中的推广力度。Web 2.0应用程序可以通过协作写作、内容共享、社交网络、社交书签和联合发布来制作和分发信息，从而直接让消费者参与到创作过程中。Web 2.0还可以通过加快消费者与越来越多的受众分享体验和意见的速度，增强病毒式营销的力量。由于Web 2.0的新颖性和潜在有效性，社会营销人员可能会被诱使过早地将相关应用程序纳入推广计划。然而，在仔细考虑诸如优先受众偏好、合适应用程序的选择、跟踪与评估以及相关成本等战略问题后，Web 2.0将得到扩展，使健康促进从业者能够更直接地接触消费者，同时减少对传统通信渠道的依赖。
