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In his report, Band says that rapid adoption of Web 2.0 technologies is not just a critical factor, but a generational one as well, noting that "22 percent of adults now read blogs at least monthly, and 19 percent are members of a social networking site like Facebook or LinkedIn. Even more amazingly, almost one-third of all youth publish a blog at least weekly, and 41 percent of youth visit a social networking site daily."Band also suggests that the true 2.0 shift has been about control and power. "'Web 2.0' began as a user-focused revolution," he writes, "remaking the consumer Web into a landscape that is easy to use, efficient to navigate, populated by self-generated content (versus institutional publications) and driven by ad hoc and established communities of people with similar interests. In a Web 2.0 world, power moves from institutions to consumers because they can now rapidly connect and digitally converse among themselves about the products and services they buy."

-- Improved Community Insight -- Awareness administrators now have increased self-service capability to report and graph participation and success metrics in their communities, including user activity, content activity and more.

offering great new social networking capabilities, advanced reporting and community management that will really help encourage robust community participation

"Over the last year, the Enterprise 2.0 space has gathered significant momentum. We've been working with leading companies to realize the business potential of social media and the benefits of using Web 2.0 communities to stimulate conversations between employees, customers and partners around their brands," said John Bruce, CEO of Awareness. "Our Awareness Summer 2008 release builds on this and lets customers offer their community members a wider variety of engagement points across the Web and a user experience that really encourages participation."