IGI Global, (2014), 541-557


Web 2.0 is changing the rules, reducing costs of access to technology, increasing the volume of cyber social contact through networking, both social and professional, making possible that any information is just a click away.

This evolution causes the birth of new requirements, including the adaptation of people and, because organizations are made up of people, changing their map skills.

This chapter presents a theoretical model for defining and managing a presence plan on the Web, emphasizing in those individual Competencies 2.0. It is defined from a Delphi method, involving experts in the use and development of Web 2.0.

The strengths of this model are two:

  1. It is a model that attempts to explain new tasks resulting from magazines not covered in sufficient depth from an academic and scientific perspective, though, they are been studied and discussed in forums 2.0
  2. It explains the relationship between individual and organizational competencies 2.0, so that the first one can act on to modify the latter.

On the other hand, this chapter has certain shortcomings, mainly two:

  1. It has not been empirically validated, although research is underway to rectify this deficiency
  2. There is no academic scientific knowledge enough, probably due to the novelty of this issue.

Jaime Izquierdo Pereira
Carmen Avilés Palacios
Joaquín García-Alfonso
Manuel López Quero