It’s no secret that the way the Internet is used has changed a lot in recent years.

The rise of ‘Web 2.0’ as it is known – the infrastructure that has allowed the current social experience of social media and consumer creation – has created a situation where consumers expect a richer context (Berthon, 2012). Instead of simply expecting content to be fed to them, consumers wish to interact, to collaborate and to interject – and brands should be open to this (Berthon, 2012). Web 2.0 means participation and action – there is nothing passive here.