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Gearing Up for Web 3.0: What PR Practitioners Can Expect
Jeff Barrett, Chief Web Architect, BurrellesLuceFebruary 11, 2009
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History of the web - 1.0 to present
Web 1.0 is URLs and Search Web 2.0 is User Experience Web 3.0 is just getting started Web x.0 more marketing terminology then technical Web x.0 may better delineate time periods Web x.0 tends to show an evolution towards more
evolved social networks
History of PR and the web – 1.0 to present Web 1.0 – A change in who could have
a voice
Web 2.0 – An evolution in identifying sources of voice
Web 3.0 – Probably an evolution in the PR message
The nature of PR messaging is evolving along with the web
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Who is behind web 3.0?
Working groups Standards Technologists Pundits trying to keep up with the evolution of
human knowledge and consensus
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What is web 3.0? A coming period of time including semantic web Semantic web - A confusing technical name Describes the relationships and meaning between
things referenced by Links/URLs
Meaning provided by structured ‘is’ and ‘has’ PRSA is a well-known organization for public relations
professionals
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What does it look like? Don’t expect to view a semantic web yet Primarily understood by software not people Does not necessarily change the appearance
of content
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Will I interact with the semantic web?
Expect this to change the quality of navigation across the Internet
Provides for software automation
Specialized analytical engines to answer personalized inquiries is the dream
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State of the semantic web today
Mostly experimental
Microformats
Specialized Search
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3 ways semantic web could improve the work lives of PR professionals:
1. Spend less time searching for relevant information
2. More-focused messaging will increase the odds of pinpointed delivery to your intended audiences
3. Reaching the appropriate targets will allow for the development and maintenance of deeper, more-productive relationships
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How web 3.0 could effect the evolution of PR standards:
As web standards evolve, we may begin to see public relations conform to its own set of guidelines
A further shift away from “one size fits all” mass messaging to individualized communication
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Why technology enhances the functions PR practitioners already perform
1. The development of a more computer-friendly language connecting infinite sources
2. Better able to zero in on a targeted audience
3. Closer one-to-one relationships
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PR investing early in Web 3.0 Technology investments
1. Education2. PR semantic webs3. Client/company specific tools
The advertising industry—issues may signal what lies ahead for PR
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What is sentiment?
Determine the attitude of a text with respect to some topic
A complicated detail for PR
Automated sentiment
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Web 3.0 and sentiment?
The semantic web at its core supports disagreements
For the foreseeable, future humans are still better at working with the complex rules surrounding sentiment in PR
Questions?
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