Like it or hate it, Web 2.0 is a term that is widely used. Marketers and industry folks use it all the time to describe web-based communities and social networks. And if Facebook’s recent valuation is any indication, things appear to be going quite well for this type of web development. Something more exciting than that, however, is Google’s recent announcement of OpenSocial. I’m sure someone out there is just barely containing themselves from labeling this recent development as the coming of Web 3.0. Regardless, it does have some pretty profound implications for businesses of all types.

What is OpenSocial?

According to Google, “OpenSocial provides a common set of APIs for social applications across multiple websites. With standard JavaScript and HTML, developers can create apps that access a social network’s friends and update feeds.”

What does this mean to you?

When you develop a web application you will have the opportunity to get much more out of your investment. You will be able to place this application on multiple sites to reach many more customers.

As an example, think of a resort destination that provides users with an application that allows them to rate their favorite places, share pictures and video, and even meet up. OpenSocial would allow this application to be used across multiple social networks like MySpace, Facebook, and LinkedIn, as well as other communities and even blogs.

I can already sense that some marketers out there are getting concerned about their web analytics. My advice – don’t worry about it. You will introduce your brand to more people than ever before. In fact, you’d probably see your web traffic go up. Go to where the audience is, don’t wait for them to come to you.

Of course, it is still early in the game for OpenSocial, and it depends on if everyone decides to play nicely together in the sandbox. Either way, it is something we will be watching and you should start thinking about when it comes to your online marketing strategy.

Google has certainly been thinking about it for a while.

This is a great post about social networks and really points out the control and choice that people have when it comes to consuming information and forming relationships. For me, it also points out fundamental problems with so many company’s social marketing strategies. The idea that you can simply create a blog and people will come and read it, push out a podcast and throngs of individuals will come clamoring to listen to it, or upload a video to YouTube and expect thousands to come watch it is mistaken. It is more of a conversation than that. People interact with people, not faceless businesses. It requires active participation, and you must add value in some way. From an ROI perspective, it may not behoove you to participate. The question of whether it should be a part of your marketing budget really depends on your product and service offerings, what you are trying to achieve, and who your audience is.

However, from a personal and professional development standpoint, especially if you are in marketing, advertising, or pr, it is extremely important. What do you see when you Google yourself? Not much? That probably doesn’t help you in a business climate that increasingly relies on the web. Social networks offer the ability to dramatically improve your personal scalability. In addition, you will get to meet people you might not have otherwise met, and have the chance to learn more than you would have ever expected. You will grow your personal brand and while doing it, guess what, you might also find the right opportunity to introduce the brand that cuts you your paycheck.   

As tired horses feebly found their way into the office this morning, there was little surprise as to why they were a bit sluggish. Yesterday, Twelve Horses was honored with the “2007 Technology Company of the Year” award in Las Vegas by the Technology Business Alliance of Nevada (TBAN).

It was a great event, and a huge thanks goes out to the Officers, Directors, and Members of TBAN who nominated and elected us. Furthermore, none of it would be possible without an awesome team of talented employees, customers who have been with us since 1994, and an array of partners who have supported Twelve Horses going back to the early days when we were Aztech Cyberspace.

We are not only honored, but thrilled, excited, proud, stoked, fired up, and above all – humbled. The fact is there are many cutting edge technology companies in Nevada that are doing impressive work and collectively elevating the tech environment of the state. They are here for a myriad of reasons, but suffice to say, it is because Nevada is a great place to do business.

So, why did we win? Well, you can read what the president of TBAN had to say in the press release. Clearly, it has a lot to do with the type of web development Twelve Horses is doing, as well as the length of time the company has been in business. But from my perspective, there is more.

Part of TBAN’s mission focuses on “supporting and expanding technology in Nevada.” Twelve Horses is involved in numerous community organizations that center around technology, marketing, design, education, and economic development, but one organization in particular, which has really grown in significance in recent time, is the Nevada Center for Entrepreneurship and Technology (NCET). David LaPlante, CEO of Twelve Horses serves on the Board of Directors as chairman, and I know he has put a lot of personal and company time and energy into seeing the organization flourish.

David LaPlante is what I would call an extreme advocate of technology in Nevada, and you would not believe the amount of energy he puts forth in driving it. Between myself and social marketing manager, Leilani Schweitzer, we have an incredibly difficult time just keeping up with him and his schedule. It is INSANE. He is not the only one either. His partners, Steve Spencer and Martin Gastanaga, take on their fair share of community involvement and support as well. But it really and truly comes from a great love for what they do, and while I am biased, it looks as if it is really achieving really great things for the state of Nevada. This brings me to one final point.

Does Twelve Horses do all of this for semi-selfish reasons? The answer is, yes. Because we are headquartered in Reno, Nevada, and yet, service clients all over the country and beyond, we are aligned in many ways with the Reno-Tahoe brand and business environment. The better the region looks and functions, the better we look and function. It is no different when tech companies establish themselves in Silicon Valley. They know there is a certain brand perception that comes with that geographical area, and they know there is a certain level of infrastructure and employee potential.

Martin Gastanaga is a fifth generation Nevadan, and David is very much rooted, along with his family, in Reno, Nevada. Many of Twelve Horses’ employees were born, live, and love it in Reno-Tahoe. So what you have is a partnership. Local community organizations, governments, businesses, and citizens and stakeholders help Twelve Horses by creating and fostering the type of business environment we need to be successful, and in turn, we do what we can to help Nevada become even better.

Twelve Horses will keep striving to develop new technologies and applications, open up new office locations, and also support the communities in which we operate. It has been a ton of work and a ton of fun, and we have met a lot of great people and enjoyed many new and exciting experiences along the way.

Again, a huge thanks to TBAN for the award, and our promise is that we will do what we can to live up to it.