Just went to a very interesting social media event today run by the e-consultancy. Will McInnes (
www.nixonmcinnes.co.uk), who I know, gave an interesting talk about the need for organisations to not see themselves as online destinations.Will argued that companies must now see themselves as platforms. Rather than the Eiffel Tower (destination), companies should see their online presence as more akin to a railway platform where people can come and go. Sites no longer function as stones at Stone Hedge but more like a coral reef. Sites are now part of a wider ecosystem, Will argued, and in order to become part of the new web companies need to give something away. They need to share. They need to think what can we offer which would be useful. Just broadcasting out messages will not work and organisations need to learn to give up control which is hard for traditional marketeers.
