Media in the New Millennium

“We designed our Web site, launched it, paid for it and we’re still waiting for the fully anticipated onslaught of new business. It has been two years and we have put our Web address on every piece of communications we have. Where are the results?”

While this maybe a little extreme and I would guess it has been the discussion in more than one board room. It just means Metzger Associates feel it is time, once again, to re-enforce the hard core reality that a Web site is not the be all and end all, it is simply just one more tool in your arsenal to tell and sell your story.

The foundation behind everything your company wants to accomplish in the "www" world is, “what do you really want that story to be?” Is your Web site just an institutional means to provide general information or is it designed to make the telephone ring. If so, what telephone? What do you want the call to ask? Even before you begin to design or re-design your  site, you have to have consensus on what it is supposed to accomplish. It will most certainly have some information for vendors, advisors, investors and the community — and hopefully will tell a good story. But, what will it really do for your bottom line? How are the next generation Web 2.0 tools going to increase profitability? How will you connect the dots and tie it to all your other products, marketing and sales materials.

Are you ready for the Web site to provide two-way communication? Will it be interactive, attention getting and interesting? Will you allocate the needed resources to make your site a living changing organism? Is it user-friendly and does it promote your mission, vision, customer loyalty and/or appreciation?

Maybe it’s time for that long over due re-evaluation — especially now, with the emergence of results driven new media tools. It is very possible that a fresh new launch, new look and utilization of Web 2.0 tools could bring you those results your company anticipated long ago.
 

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