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As a widely available plugin independent of W3C standards (the World Wide Web Consortium is the governing body of Web standards and protocols), Adobe Flash is capable of doing many things that were not possible pre-HTML5. Of Flash's many capabilities, the most commonly used is its ability to integrate streaming multimedia into HTML pages. With the introduction of HTML5 in 2010 and growing concerns with Flash's security, the role of Flash is decreasing.

In addition to Flash and Ajax, JavaScript/Ajax frameworks have recently become a very popular means of creating Web 2.0 sites. At their core, these frameworks use the same technology as JavaScript, Ajax, and the DOM. However, frameworks smooth over inconsistencies between Web browsers and extend the functionality available to developers. Many of them also come with customizable, prefabricated 'widgets' that accomplish such common tasks as picking a date from a calendar, displaying a data chart, or making a tabbed panel.


MarketingWeb 2.0 is used for interactive marketing. A growing number of marketers are using Web 2.0 tools to collaborate with consumers on product development, service enhancement and promotion. Companies can use Web 2.0 tools to improve collaboration with both its business partners and consumers. Among other things, company employees have created wikis—Web sites that allow users to add, delete, and edit content — to list answers to frequently asked questions about each product, and consumers have added significant contributions. Another marketing Web 2.0 lure is to make sure consumers can use the online community to network among themselves on topics of their own choosing
 
 
 
 
 

Web 2.0 sites include the following features and techniques, referred to as the acronym SLATES by Andrew McAfee: 

SearchFinding information through keyword search.LinksConnects information sources together using the model of the Web.AuthoringThe ability to create and update content leads to the collaborative work of many authors. Wiki users may extend, undo and redo each other's work. Comment systems allow readers to contribute.TagsCategorization of content by users adding "tags" — short, usually one-word descriptions — to facilitate searching. Collections of tags created by many users within a single system may be referred to as "folksonomies" (i.e., folk taxonomies).ExtensionsSoftware that makes the Web an application platform as well as a document server. Examples include Adobe Reader, Adobe Flash, Microsoft Silverlight, ActiveX, Oracle Java, QuickTime, andWindows Media.SignalsThe use of syndication technology, such as RSS to notify users of content changes.

While SLATES forms the basic framework of Enterprise 2.0, it does not contradict all of the higher level Web 2.0 design patterns and business models. It includes discussions of self-service IT, the long tail of enterprise IT demand, and many other consequences of the Web 2.0 era in enterprise uses