One theory regarding the rapid expansion of the universe is eventually all galaxies will move further apart from each other and the universe will become cold and dark. It’s a bleak outlook. I bring it up to hopefully get your attention. Because, this theory can be applied to digital ecosystems in a variety of ways. I want to use it to make the case for getting back to first principles. Specifically, I want you to put your attention back on your website and/or blog, with the focus on long-term value.
Don’t misunderstand me. There is significant value to gained through publishing content to Facebook, LinkedIn, Twitter, Pinterest, etc… However, there’s a lot of fracturing happening. This has long been the case. It became an issue for me recently.
I needed to locate some information I’d shared on Facebook last spring. Naturally, it was not easy to find. Facebook’s search abilities are weak at best. Search is completely unavailable for posts to walls on profiles and Pages. Search is available in Groups, though very few organizations use Groups for public relations, communications and outreach. That means, content you publish to Facebook becomes anchored to a moment in time, never to be (easily) found. The same is true of Twitter. Tweets get carried downstream in the feverish current of content. The value of that content is short-term.
You can buy a tool like SocialSafe which allows you to download local copies of all content posted to specific outposts. However, that doesn’t solve the problem of easy discovery of your content on certain social media sites by the public.
Which brings me back to your website, and especially your blog. Those are properties you can control; on which you can implement comprehensive search capabilities. Your own website/blog should be at the centre of your digital universe. While I don’t advocate the practice of cross-posting all information between your digital outposts to your blog, it would be a good practice to curate content (your own and content published by third-parties) on your blog so it can be easily found on your outposts at a later date.
So, your challenge now is to dust off your organization’s blog. Think of it as more than just a place on which you can amplify approved messaging. Re-imagine it. Consider how it can be a valuable resource for organization, employees/volunteers and stakeholders, and the public. Make it more than just a digital address. Make it the most important digital address.
Do what you can to keep your digital ecosystem and your content safe from the vacuum of cyberspace.