London (UK), June 2011 - (by Bob Little) Speaking at a conference for members of Frost & Sullivan's Global community of Growth, Innovation and Leadership (GIL), held at Arsenal's Emirates Stadium in north London in May, Andrew Lamb, a Director of Appropedia (a wiki which focuses on sustainability issues), argued that 'web 2.0' has encouraged new forms of social interaction and collaboration. He added that firms have learned to exploit social media by using fun or viral notions to take advantage of people's innate desire to gather and interact with each other and pass along interesting bits of information.