Earlier this week I was able to attend an interesting event called “Websites Without Walls”, hosted by Forum One at the National Press Club.

I was fascinated by the discussion of major changes the internet has made in society, and our modern reliance on technology to move ideas and intellectual property. Speakers even referred to these changes as the “information revolution”.

A central idea to this movement of ideas through cyberspace was organizations’ responsibility to make information available and usable by their users. The moderator opened by showing imagery comparing the exchange of ideas over the internet with the movement of blood through the human body—it is essential to have information pumped through the internet, or it will not thrive.

As the event progressed, the speakers got into the practical details of the hows and whys of sharing information using the internet. A lot was covered, but here are a few important points to keep in mind:
• The more places where you have your information available, the more of your target audience you may bring in. Having a presence on LinkedIn, Facebook, and Second Life, and using tools such as RSS feeds, blogs and podcasts can help your company reach a wider audience.
• Consider creating tools, such as an API (Application Programming Interface), to share data with the public…and let them play with it. Giving users access to your code and letting them create their own tools to manage and visualize data takes social networking to a new level. It can also build a stronger bond of trust and loyalty between you and your target group. Just make sure you have included the legal and practical measures to protect your brand.
• Using social networking and collaboration tools does present a trade-off: It is difficult to track success. Unlike traditional websites, using hit-counts or page views won’t really tell you much about the effectiveness of your efforts. It is when you begin to see collaboration, communication, and new ideas being built around your data that you will know your efforts have been successful.
• When you set up a new website or new tools to disseminate information, create buzz. Key ways include getting in touch with your customer base through emails and conferences, providing tutorials, and explaining to users how your new tools will help them. Some companies even use dedicated “street teams” to go out and build excitement around new products.
• Carefully consider the language and the packaging used to send out your data. Make the information intuitive, useful, and easily digestible.
• Keep a close eye on how your organization pops up on the web. Pay careful attention to Internet buzz —don’t let your organization be victimized by fraudulent use of your logos or information. If you find false information on the web tied to your organization, make sure it is removed and remedied immediately. To prevent costly mistakes and fraudulent use, it is important to review your websites with your legal team and include appropriate language in disclaimers and terms of use.

One good way to monitor what people are saying about your brand is searching Twitter. “Micro-blogging” has become popular with the introduction of the site Twitter, a web-based service which allows users to post messages up to 140 characters in length. Traditionally, when referring to a person a user will type “@name” and when referring to a company they will type “#company”. You can easily search Twitter for what people are saying, right now, about your company or brand.

How does your company use tools, such as RSS feeds, social networking sites, wikis, and APIs, to share information with consumers? How have the new social networking tools affected how information flows in and out of your organization? Leave a comment and let us know!

This entry was posted on Friday, September 12th, 2008 at 3:09 pm and is filed under Current Trends, Events. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.