By 2000, however, Web 2.0 was up and running. While the first iteration mainly involved a single flow of information from the internet publisher to the internet user, this new version allowed significantly greater user interaction and participation. Users could create their accounts across various applications, meaning they had their own unique identities within the online world. This opened up enormous opportunities for businesses, particularly e-commerce, as new internet companies could inexpensively market their products and services to a global base of potential online consumers. It also meant that anyone anywhere in the world could publish content to a worldwide audience, which, in turn, gave rise to the globally popular trend of blogging and fuelled user-published sites, such as Wikipedia, which became hugely successful. And, of course, one can’t forget Web 2.0’s role in facilitating the rise of social media, initially with such sites as Myspace and then more explosively with Facebook, Twitter and YouTube as the user-generated content revolution switched into full throttle.