Here’s a graphic I’ve just put together to explain to businesses that still don’t get it just why the social web matters. The bigger the circle the bigger the potential audience.
Corporate websites are usually full of stale and out-of-date content that may be highly relevant to the company’s business areas but that is hard to find (unless you are looking for it directly). Corporate blogs have very few regular visitors and are only updated when in-house bloggers have the time.
Compare this to the huge audience waiting on the Social Web, which is powered largely by Facebook and Twitter. Here, content is fresh – in the case of Twitter, almost too fresh! – is easy to share and, importantly, can be found almost by chance. Serendipity to us means ‘finding interesting things when you weren’t really looking for them’.
This is the challenge that businesses have to adapt to. The game has changed. Embracing the social web is not a ‘nice to do’, it’s an imperative.