One of the core aspects of the assembled web is the concept that brands and all companies need to think more broadly about their presence. It isn’t just their web site, or even their network of 10, 20, or 200 sites for various products, services, and brands.
It’s about your digital footprint: the sum total of all the interactions your customers, prospective customers, fans, antagonists, employees, suppliers, and partners have with your content and services throughout the entire Internet.
A quotation in a recent post on the Inc. Technology blog, It’s Not About Web Traffic Anymore, put it this way:
It’s not about getting people to come to my web site anymore. It’s about getting my content; my videos,my articles, my event promotion announcements, on YOUR web site. That’s what I’m paying attention to now.
– Barbara Scala, Founder of Bloom
I agree wholeheartedly, but remember that “YOUR web site” might be a Facebook news feed, it might be a blog, it might be an link from YouTube sent via IM or a tweet. It’s no longer about getting folks to come play in your garden, but about making yourself available in all the places folks might already be hanging out.
Your web presence (which should be a combination of sites, blogs, microsites, and official presences in social networks) is still critical, of course – as the place to which folks will often go for more information, to sign up, to interact with you – but if your efforts stop at the sites you own and control you’re missing out on the majority of the web.