The recent creation of Web 2.0 applications dramatically alters the ways in which universities recruit and educate students. Technology insiders usually attribute the phrase "Web 2.0" to Tim O'Reilly, author and publisher of the ubiquitous O'Reilly series of technology books (http://oreilly.com). Although there is no shortage of definitions of Web 2.0, a good shorthand description can be seen in the title of one of the most successful blogs about the concept: ReadWriteWeb. That is, Web 2.0 applications turn the Web into a conversation in which users not only read but also write. This essay begins by documenting the influences of technology on three familiar higher education artifacts--(1) the admission viewbook; (2) the syllabus; and (3) the lecture--to make two points: technologies are always evolving, and technologies are constantly changing the depth and complexity of interactions between all college and university faculty, students, and staff as well as administrative, curricular, and cocurricular constituencies. The primary aims for this essay are to introduce readers to Web 2.0 technologies and to explore both the benefits and costs associated with adopting these technologies to enhance student learning in college. (Contains 2 notes.)