Web 2.0 is well and truly entrenched and talk now centers around the where-to-from-here concepts. Web 3.0 or is it going to be web 2.5 – hang on, I am still trying to get used to web 2.0 and the philosophy that drives it.

Whenever we talk about web 2.0 and the flood of social bookmarking sites, the one theme creeps up every time: provide value to your list of social buddies. This leads me to wonder. What is driving web 2.0? Is it the web site owner who is trying to market themselves, and ultimately their web site and its products, or is the consumer looking for information that will validate any decisions they make.

I know many will argue, and quite rightly too, that web 2.0 is not about the commercial aspect, it is all about the social side of things. Being able to connect with anyone around the world. Share information, photos, videos, music (?) and much more. However, let’s be realistic, commerce has invaded the social landscape and is quickly learning how to manipulate it.

My title asked the question, ‘what’s in it for me’ and it seems that this philosophy drives the commerce side of social bookmarking. Our interaction needs to be on a value adding basis. When you request an individual to add you to their list, the value adding philosophy points to the ‘what’s in it for me’ attitude.

If you want me to add you to my list of buddies: Why? What do you have to offer that the other 20 requests don’t? How much value to me is there in adding you to my buddy list?

These questions are rarely thought through consciously, they are generally automatic thoughts that get answered fairly quickly. We humans, particularly males, tend to make these decisions quickly, often on the spur of the moment. Remember, first impressions really do count.

You maybe wondering what the point of this article is. Very simply, as the web 2.0 social environment becomes more and more crowded, you are going to find more reject slips than acceptances. This is going to be exacerbated by the trend of limiting the number of buddies or contacts you can have in your list.

The only way to avoid this is by demonstrating, in very simple terms, what value there is in adding you to my buddy list. If I see no value, I am going to pass you by. Answer the ‘what’s in it for me’ question and you will make friends. Follow through, and you will stay friends.

So tell me, when it comes to web 2.0 and social networking, ‘what’s in it for me?’