I wrote last week that I believe we are now in a “post-website” world, where the organizational website, while important, is no longer the centerpiece of how we interact online. Â Continuing to think along these lines, the question then becomes: what should be the main focus of our online communications and interactions?
My answer to that question is not simple. I believe that the best way to interact with our target audience is to build relationships with them online. Â And one way to build relationships with them is to insert ourselves into the “streams” of information that they consume everyday. Â To have the maximum reach possible, we must understand the streams that our potential audience wades through on a daily basis and become part of it.