Without Web 2.0, Kate Nash would not be the shooting star she is today. Instead of gigging relentlessly for several years to achieve the critical mass of fans required to convince a label of her merit, she started her career on MySpace. And this is only one of the most recent examples that show how the latest iteration of the internet - based on a new model of social interaction - changes both our lives and the way we do business. Web 2.0 has initiated the age of participation, creating new opportunities for PR and corporate communications. And companies like IBM and Panasonic are already taking advantage of these possibilities.