Web 2.0 and social media technologies are important for HR professionals to understand in order to add value and keep up with technological and social changes. Barack Obama successfully used social media platforms like Facebook, MySpace, and Twitter to target different demographic groups. HR professionals need to respond to the social and communication changes brought by widespread use of these tools in the workplace. Many companies are now using social media and Web 2.0 technologies like wikis, blogs, YouTube, and social networks to drive cultural change, enhance productivity, and increase knowledge sharing and informal learning among employees. While there are challenges like expertise, security, and employee misuse to consider, Web 2.0 use in HR will become expected both internally and externally.