Many of today's consumers use the Internet to shape their purchasing decisions, make connections with others, and share their opinions online. Therefore, today's companies need to incorporate Web 2.0 technology into their websites in order to gain a competitive edge and step ahead of the competition. Although descriptions and definitions of Web 2.0 vary from one individual to another, the concept portrayed across all of them is similar.

Web 2.0 technologies allow user interaction through content contribution or sharing made possible by uploading data onto a variety of websites. Social networking is at the core of this newest phenomenon of the Internet. Tapping into the social networking aspect is one of the most important steps a business that advertises online can take.

In particular, the presence of information aggregators that allow price comparisons has made it even more imperative for businesses to get on the information band wagon and social network express that Web 2.0 allows. Internet users can now discover the best price for almost any product or service and purchase it almost immediately through the Internet.

In fact, due to this technology, Internet users have a great deal of input into the type of content that is portrayed to them. In fact, some websites rely on user input in order to draw even more traffic to their website. Word-of-mouth advertising is perhaps one of the cheapest forms available today. User contributions by way of blogs, social networking posts, inquiries, and peer-to-peer reviews can certainly add to that.

Human powered searches now lead to peer reviews rather than the traditional reviews offered by the manufacturer or retailer. Consumers trust the opinions of other consumers and often base their spending decisions upon them. Online companies need to tap into the power of interactive Web use and garner a corner of their market relying upon social networking and “real time views” rather than more traditional forms of product promotion.

In order to take an active role in channeling consumers to a business, the company needs to incorporate several facets that can readily be viewed by any online user. Instead of behind-the scenes customer service, today's online businesses need to maintain a visible online presence in a positive manner. Consumer complaints should be resolved quickly starting with a complete guide or list of FAQs and troubleshooting tips. Customer feedback needs to have a prominent spot on the website along with feedback from the manufacturer or retailer. Customer loyalty is often linked to satisfaction with the manner in which problems are dealt with along with the timeliness of these solutions.

Customer reviews open up an entire doorway for customer interaction, drawing hundreds if not thousands of individuals to the website in search of reviews and troubleshooting tips. Setting up forums and blog spots is another integral part of designing a user friendly website that people want to be part of. Such a social network can lead to customer referrals and drive more traffic to other aspects of a website. Public forums have become an invitation for interaction rather than an opportunity to complain.

In today's day and age when mobile devices have risen to unparalleled use, the ability to access an eCommerce site from such devices is critical in growing and sustaining the business enterprise. Additionally, payment options should be available to those using mobile devices in order to generate more sales rather than put your business at risk of losing business. Open your business up to every possible opportunity to interact with potential customers in a positive way in order to successfully grow your business.