User-driven online services have captured all possible attentions from almost everyone. A wide spectrum of web technology based philosophy is emerging known as web 2.0. These technologies are based on user participation, collaboration among users, sharing contents and easy information dissemination. The rising popularity of user-driven online services, including MySpace, Google Maps, Wikipedia, YouTube, Facebook, digg, truemores, squidoo, all kinds of blogs, mashups and many more, has drawn attention to a group of technological developments known as Web 2.0. These technologies, which rely on user collaboration, include Web services, peer-to-peer networking, blogs, podcasts, and online social networks.

Companies use the Web to reach customers throughout the decision-making process. The McKinsey conducted a survey on “How businesses are using Web 2.0″. The participating companies in the survey cited that “Web 2.0 technologies are strategic and that
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