He said one thing in there that really stood out to me. It doesn’t even seem to be designed to be a piece of wisdom. It’s just one of those little gems that gets included when a guy as smart as Hugh starts talking.
He says, of the time when was first posting his cartoons on the web,” This was the era of Technorati.com, when people wanted to start seeing what was happening on the web RIGHT NOW, not just historically.”
That really hit me.
I read it a few times.
Then I read it a few more times.
I think that sums up the major difference between the people who “get new media” and those that don’t. The people that don’t are still stuck in viewing the internet as a historical medium. To them, a website is something you put up once and then it stays there, never to be changed.
That’s why so many sites are essentially electronic brochures. It’s a historical commentary you push out to anyone who’s interested. You did the writing once, now people can go out and find what you did yesterday, last week or last year. It removes the responsibility and difficulty from actually talking to a person/customer. You don’t have to come up with a new way to talk to people, or present what you do.
Don’t get me wrong, I love the archival aspects of the web. I love how you can find something years after it’s out there…often even if the person doesn’t want you to find it.
But, I think the new web…the new way of looking at business and marketing on the web, is all about what’s happening RIGHT NOW. We can find out what people are doing right now, what they’re thinking right now. This is the key characteristic of “web 2.0” (if I can still use that term!). We are connecting right now.
Socially, the adoption is huge, and it’s working it’s way into the world of business. But, the ones who do it right understand that you need to be able to connect with and talk to your customers right now, in a way that is relevant to them. If you don’t they’ll go find someone who will.
Search is no longer just a what happened yesterday. It’s now a “Twitter world” of, “What are you doing right now?”