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. 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. And one way to build relationships with them is to insert ourselves into the “streams” of information that they consume everyday. 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.