Your Web site is a VHS tape

Ever notice how sometimes I get in a vein on a topic and can't seem to let it go? Well I'm in one. This whole topic of the increasing irrelevance of most corporate Web sites just seems to be hanging around in my head. Every day I'm in a conversation about some company's Web site. It used to be having a content-rich, engaging site was pretty much the cat's pajamas. But today, it's just the cost of entry. And unfortunately, for the most part, the cost is buying companies less and less engagement.

So let's say you buy in to the idea that corporate sites are (typically) becoming less relevant. It's been my experience over the last several days of discussing this idea that many people go into an unresponsive stupor when they begin to grasp the idea that social media is more relevant than their Web site. After all, they've spent months honing the message, shooting just the right photos, agonizing over the navigation — just to learn it's not as relevant as it should be? That's just not fair.

Okay. I get it. And I also understand that you get it, too. And on top of that, you are faced with the wholly unappreciated task of somehow informing your management that their Web site just isn't what it used to be.

Why is that? Why is the half-life of a Web site getting shorter and shorter? I propose it's because the advance of technology is getting faster and faster.

Think about video technology as an example. VHS video tapes were introduced in the early 80's. They were the state-of-the-art until the late 90's. Then DVD's took over. But the DVD's life span is going to be even shorter than the VHS tape. Now, you can download videos directly from NetFlix without ever touching a DVD. Television itself is rapidly becoming irrelevant. In a recent survey, people were asked if they had to make a choice between giving up their TV or their Internet connection, 80% said they would give up their TV. With streaming video and almost instant downloads, not to mention the interactivity of Web-based media, television is going to have to work at remaining relevant.

So it's completely understandable for senior management to go catatonic when you suggest their beloved Web site may not be cutting it and that you must now enter this unknown and somewhat ethereal state of social media.

There are two things you can ponder about this topic. First, you should know there really is no choice. If you don't move toward this solution, you will find your competitors well ahead of you in the not too distant future. And it's hard to play catch-up in this category.

Second, most companies would not have to do a lot to have a big impact in the social media realm. Candidly, a blog or Facebook page is a nice start. Remember, your competitors, if they're thinking about this, are going to be hesitant to go into this area too quickly. But they will go. So you have to go, too.

Take small steps. Start a blog. Start to connect with your stakeholders in a more meaningful manner than your Web site. You have to have a Web site. Today, it's kind of like having voice mail. But the Web site alone is simply not going to be enough. People are writing about you on the Web today. You need to take the lead and get in front of the game — just a little bit.

As you move forward with a holistic Web strategy, it will evolve — organically and intentionally. As long as you take the first step.