Web 2.0 - now, come on, tell me… you’re not sick of the term yet are you? It had to be the most overused term at ad:tech Sydney this week (I’ll get to the event itself in a post to come over the next few days) and if I wasn’t sick of it then, I certainly am now.

Personally, I think what’s more frustrating is that the notion of it isn’t new, nor is the application of it to the medium, but it’s more the fact that everybody thinks if they’re not web two-point-o-ifying their website and online capability, they’ll miss the boat.

Now, whilst this maybe true to an extent, more to the point is that people are developing capability for the sake of it, without actually thinking about how it may work, or why it may work. Also, there’s the copycats out there as well, thinking that if they build another Myspace.com that’s green and red, and contain some nuances of difference, then people will flock to it. Forget it. Don’t forget, there’s Friendster, Bebo, Orkut, Eons, Facebook, LinkedIn, LinkMe, MSN Spaces, it’s just a little crowded in the social and business networking spheres… and then don’t forget there were sites like SixDegrees. Now, fallen by the wayside, because they were either too early on the scene, didn’t have their objectives mapped out as a business, or simply delivered a crap user-experience.

That said, I found a new collaborative site today, upcoming.org (which incidently, I stumbled across via last.fm. I’m heading of to San Francisco and Seattle in a couple of weeks time and will have a bit of time up my sleeve, so I thought I’d see what was coming up. I’d been in contact with an acquaintance through the music game a week back and he’d already given me the run down on a couple of events that were on whilst I was there, but I was thinking about things to do other than going to gigs. I’d also checked out the local Citysearch, and found it a little lacking.

So, I found out that Derrick May & Gary Bredow hosting a screening of Hi-Tech Soul with a Q&A session and an after-party with the man himself on the decks. Now, that’s just Friday night, in addition to Fuckwerk Friday. So much for finding other things to do!

Saturday night, there’s Butane doing a live PA at Low End. Happy days.. and no, I’m not going to spend two or so days asleep by day in SF - let me assure you!

Back to the topic of discussion, web 2.0, definately has its uses, and when done well, it’s great. However, look before you leap. Think about your rationale for doing what you’re doing here and what benefit it can drive your business.

As for the other reason for the post, well… I just wanted to make a few of you jealous. That said, the Mad Racket crew are putting on another great party featuring Claude von Stroke which is on whilst I’m in Seattle. Unfortunately, I miss him in SF by 10 days.