Right now, the web is the best way to do a lot of things. On the web, you can launch a media campaign without talking to anybody who works in television or print. You can create a supply and distribution chain without warehouses and trucks. You can write a book without a publisher.

You can reach an audience actively searching for your voice without pestering ten times as many who aren’t.

But it’s not the best way to do everything.

There is still nothing comparable to a face-to-face meeting. The web may let you reach a wide audience without a traditional broadcast platform, but to deeply connect with an individual you have to go farther. With the web, you can only carry the conversation so far.

Limiting yourself to a “digital” or “interactive” experience may be selling yourself short.

Its easy to get caught up with the idea that you have to be on the cutting edge, that you have to “get on the web” or “get web 2.0″.

Don’t forget the basics.

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