Non-profit and small for-profit public service oriented media organizations (Independent Media) are, after a delayed response, quickly developing web 2.0 or "social web" tools. In the past many of these organizations have stuck to the old web 1.0 way of simply providing a website with basic capabilities. After seeing the power of media tools like digg.com, and communities like Myspace and youtube, public service media enterprises are jumping head first into the web 2.0 game.