Social networking has created such a fundamental change in the way people use the internet that it's often referred to as Web 2.0. But what does this mean to your organization? How do people relate to each other online, and how can your message best reach them? This slideshow, by Paul Adams of Google's User Experience team, is a remarkably clear overview.

The answer, of course, is that there are no one-size-fits-all solutions. You first need to decide how you want users to interact with your site: Will they mainly be accessing information you provide? Will they be creating their own content? Will they be connecting with other users? Once you know what your goals are as an organization, we can build a solution to help you achieve them.

A tip of the hat to Aaron for the link.