The communication channels available through social networking, blogs, communities and online interactive environments have given rise to remarkable levels of user involvement and user-generated content. This has resulted in a new Web economy, where content is transformed into passionate customer activity rather than passive browsing behavior.

This paper examines the ways in which organizations can tap into Web 2.0 interaction as part of the marketing strategy, marketing tactics and communication plan to create customer engagement by matching your visitors' passion and to figure out the "best fit" for the new opportunities that present themselves. Read this paper to learn more.