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The so-called Web 2.0 is the ubiquitous phenomena of this 21st century eve. For several companies, as, for example, Procter & Gamble, it has been four times more effective than television (Li and Bernoff, 2008). Following the same authors, Dell went into a huge transformation when the company included their consumer intelligence into almost all its departments. As another example, and again quoting Li and Bernoff (2008), a South African wine company multiplied its sales by ten exploring the power of blogs, YouTube, Facebook and other tools of the social networking websites.