Media specialists are never done learning technology. They can't truly learn in isolation and they are not ever settled in their roles as collaborator and teacher. Selecting literature and managing collections is an "old school" role. Just like language evolves, just like the town grange has evolved from a listserv, forum, to a wiki, media specialists must too evolve to meet the 21st century needs of both their students and colleagues. They must know how to select, adopt, and promote new technologies to bump their media programs to a place of prominence as innovative models for teaching and learning in their schools. Coined by technology leaders at a conference session after the dot.com crash, Web 2.0 describes an attitude, not a technology. It's a message with the Internet as the medium; paradoxically, it describes a technological revolution. In this article, the author discusses Web 2.0 and the essentials for building a 2.0 repertoire. (Contains 2 figures.)