This is not news. Beneath all the hype about Web 2.0, a real revolution is taking place. And, regardless of your job function or industry, it can potentially change the way you manage technical projects and conduct business.

According to Forrest, social computing based on the web 2.0 technologies and business models has impacte people's life and the way many businesses operate. Today’s more socially connected buyers are already showing signs that they are:

·Less brand-loyal.

Since 2000, consumers are increasingly likely to say that price is more important than brand, and are less likely to stick with a brand, even one they like. It simply indicates that brands have to meet higher standards in order to ensure customer loyalty.

.Less trusting.  

Most individuals do not trust any form of traditional media — and trust levels in all mass media are dropping. The Internet, on the other hand, is the only form of media in which trust is rising — albeit from a smaller base. It gets worse: The percentage of people who say “companies generally tell the truth in ads” has dropped from 13% to 7% over the past two years. Dropping levels of trust across industries and institutions, accompanied by higher levels of trust for P2P information sources like the Net, inhibit companies’ ability to form and maintain relationships with new and existing customers.

·More independent.

Across media, financial services, healthcare, IT, retail, or travel, consumers show clear signs of becoming more self-reliant and less dependent on so-called “experts.” Buoyed by the power of online information, users act as their own journalists, healthcare advisors, product experts, installers, repairers, financial advisors, and even online security guards. They also create their own products: By some accounts, 10% to 40% of customers customize products or services for their own use.