Although traditional media is still used for business marketing, digital media might as well just be the next step. The best thing about posting on the Internet is that: it's free! Free to say whatever you want to say, free to see whatever you want to see, free to share whatever you want to share. Web 2.0 has given users the ability to share information online and collaborate to create a variety of Internet content. User-generated content is one of the most powerful tools businesses can use for publicity.