Web 2.0 is swiftly reshaping the media and business landscape. Web 2.0, which refers to second-generation Web-based services such as social networking sites, wikis, and communication tools, emphasizes online collaboration and sharing among users.

At the center of this shift in how media is produced and consumed is the increased importance of community, collaboration and participatory, networked media.

The days of passive audiences and disengaged consumers are over. YouTube, MySpace and Craigs List are just a few of the major players building on this vast wave of user-generated content and active audiences.

Empowered by a read/write web driven by social networks and independent publishing platforms (blogs, podcasts, and video sharing), Web 2.0′s users are tuned in, turned on and waiting to be engaged.

With the boom of social networking sites that have become well-known to the public (such as MySpace and FaceBook), many on-line yellow pages have begun to include a Web 2.0 element to their sites.

The basic method used by most directories is by allowing the public, or users of their sites, to post reviews and recommendations. Some websites have actually begun with only such content generated by users.

Online yellow pages have combined both the Web 2.0 element and the traditional business directory together, either in a limited scope or in a fully-expanded manner, where both users and businesses can upload content.

One such directory is MojoPages.com, a word-of-mouth guide to local business that combines an online business directory with social networking and other Web 2.0 technologies.

They are a local business review community where members are empowered with more creative ways, like video and pictures, to bring a business review to life and express how businesses are truly treating you. Users may search for restaurants, car mechanics, dentist or other local businesses, aided by videos, pictures and written reviews from MojoPages.com members.

The San Diego-based MojoPages.com is the latest entry in the $4.6 billion local search market. According to The Kelsey Group, that figure is set to hit $13 billion by 2010, fueled by the half of all U.S. businesses that still don’t have their own websites.