Multiple Waves

The title of this post from Hugh says a lot:  blogging isn't dead, it's just a subset of something larger and more important.

He wrote it to explain his previous post about how lots of previously prolific bloggers are now blogging less. I'm one of those.  When I started blogging, it was at least a post a day.  Sometimes three.  But this is the first in a while, mainly because I've been so stinkin' busy, I just haven't been able to manufacture the time.

But, as Hugh explains, that doesn't signal the end of the blog.  Not by a long shot.  What it means is that a blog is one tool in a growing arsenal of 2.0 and post 2.0 tools that, essentially, bring the power to publish anything to everyone.  If you spend a lot of time with these tools, it's obvious.  It's now.  But if you're only just considering the use of any one of these tools for the first time, especially in business -- which defines the web understanding of the majority of agencies and clients in the world -- then just one of those tools (say, a blog, or facebook, or, well, pick one) seems like a silver bullet.  But there is no one single silver bullet.  Truth is, there probably never has been -- but in the past, mass megaphone tactics worked well enough that it seemed like maybe there was.  But that curtain has been lifted -- not by one gigantic development, but instead, by thousands and thousands of smaller things that collectively seem like one gigantic development.  Except, each one of those smaller things is targeted to a narrow interest.  Each one demands a slightly different bullet.  But what each one offers in return is the opportunity to converse on a more personal level with prospects who are actually interested in what you have to say.

What it signals, I think, is trouble for agencies who are firmly committed to making an old model work in a new environment.  Because this isn't a single wave of change.  It's now continuous, and the waves are coming faster.  Because of that, it also signals opportunity, and a heck of a lot of fun, for anyone who's nimble enough to change directions quickly, and often.

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Comments

[Susan Reynolds]

Excellent points. Seeing blogging as not _the_ magic, but as part of the interactive package seems sound, especially when including more nimble and interactive components like twitter, facebook, even Second Life.

Thanks for the reminder that blogging isn't dead, it's just changing.