The Social Web

21 Aug

By Tim McKane

You’ve just caught up – and the game has changed again….The Social Web.

I’ve been thinking. There are so many titles for what we do that it becomes difficult to capture it all in one phrase. Social media marketing, digital marketing, inbound marketing, content marketing, search marketing, e-mail marketing…it goes on.

But there is something that I have been trying to pin down and it is as easy as nailing smoke. Where is the web and internet marketing going next?

My take on it is that we are seeing a merging of different channels. The main thing is that web sites and social media are becoming one and the same.

Let me explain.

Is Amazon a social media site?

No? It is a sales site? But one of the ways that Amazon has been most successful in selling is because it is also a social media site.

Yes Amazon have a presence on Facebook and Twitter, and people recommend books and other products on those sites, but the real social engagement is on their own site. That is where people read reviews, recommendations, and find books that other people like them read.

The key is other people like them.

Currently there are two ‘things’ the web and social media. You go here, and then you go there. To Instagram, Facebook, Twitter and more. But if you build some social media style tech into your web site, then you could create engagement on your own site, and your customers would find ‘other people like them’ and your brand could be the reason that they engage.

This is the natural extension of the blog on your site. Moving away from specific blog content to content in general – so that your home page is interesting, engaging and prompts a longer visit with more brand interaction.

It isn’t here yet, but it is on the way.  The social web.

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