Web 2.0 refers to the social web where users can interact and collaborate with each other in a social media dialogue as opposed to websites where people are limited to the passive viewing of content. O'Reilly Media helped popularize the term Web 2.0 to describe this new generation of web applications that facilitate participatory information sharing, interoperability, user-centered design and collaboration on the World Wide Web. The social web allows people to connect, communicate and share information online through social media sites and services.