It is about
1. Deep Rooted Philosophy
2. Culture, Values
6. Networks and Relationships
7. User Generated Content , Emergent , Digitization
8. Word of Mouth Publicity
9. Listening, Engaging, Sharing
10. Co-Learning , Co-Creating, CO-nsuming , Co-inventing, Co-innovating, Co-mmunity.
If your product, service, campaign, initiative, program has above features then you are leveraging the Social space . There are variety of Web 2.0 platforms which amplifies and scale up these conversations .However, The best of breed / web is yet to emerge.