Publication Date

Fall 2011


From 1995 to 2004, the internet hosted static, one-way websites; these were places to visit passively, retrieve information from, and perhaps post comments about by electronic mail. This Web 1.0 was about getting people connected, even if its applications were largely proprietary and only displayed information their owners wished to publish. Today,Web 2.0 enables many-to-many connections in countless domains of interest and practice. People are connected and expect the internet to be user-centric. They generate content, business intelligence, reviews and opinions, products, networks of contacts, statements on the value of web pages, connectivity, and expressions of taste and emotion that search engines, not portals, fetch. They hold global conversations in forms dubbed, collectively, as social media.


Suggested Citation
Serrat, O. (2011). The indivisibility of social media, corporate branding, and reputation management. Manila: Asian Development Bank.

Required Publisher's Statement
This article was first published by the Asian Development Bank (