“The internet is a journey, not a destination.”
- Mike Arauz
Arauz writes, in the Age of Conversation 2: Why Don’t They Get It?, that a few years ago the internet was a collection of websites, and you would go to a particular website to get certain content. In today’s world, “the domain is dead.” Domain owners have become content owners, and your content can be anywhere.
Arauz explains this idea by saying, “As all digital interactions become social, and tools for self-organization become available, it is no longer our responsibility as stewards of digital content to put things in their correct place. Rather, we should be doing everything we can to empower the audience to put things in whatever place they like.”
This idea is evidenced by sharing articles, photos and videos online. For example, all of YouTube’s video’s are not just on YouTube.com, they are all over the internet as part of a conversation between people on sites like Facebook and Twitter.
“Publishers and content owners…must now begin not by creating their own online environments, but rather by identifying the native environments where their content is most likely to be welcomed into the ongoing conversation within that community. The content owners must learn the unique culture, customs, and dialects that distinguish each environment in order to introduce the content without alienating the community. And content owners must employ every possible tool for enabling individuals within these environments to share the content with other members of the community.”
Enabling people to share your content is one of the best ways to spread that content. Word-of-mouth and viral marketing are vastly more effective ways of reaching your audience than traditional marketing techniques.
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