Kill the official web site? Hmm...

Over at In Over Your Head (one of the most beautifully designed blogs I've ever seen, incidentally), Julien Smith recently posted a rather bold musing in his article "The Value of Authentic Conversation":

“Why not even, in the long term, eliminate the concept of the ‘official website!’ No one takes that seriously anyway!”

He's got a point about credibility vs. "officialdom." Personally, I think it's becoming crucial for individuals and organizations to each have their own specific "home base" on the web, a place where people can go specifically to get their direct perspective. It's a matter of sourcing: It's important to hear what people have to say for themselves.

But also, if the information presented on a "home base" such as a company web site is nothing but inauthentic spin, Julien's right: Who's gonna care?

Here's what I commented to Julien...

I commented:

Hi, Julien. Great piece.

You wrote: “Why not even, in the long term, eliminate the concept of the ‘official website!’ No one takes that seriously anyway!”

Now, that's some radical thinking! It might have some merit -- not in terms of eliminating the "home base on the web" function, but of doing away with the "Welcome to Exxon" approach.

You realize, of course, that you will totally send PR folks into a panic with this. Have fun rocking their world :-)

Definitely read Julien's entire article. It's pretty short. Consider what he has to say, even though it is rather extreme (at least, compared to how organizations communicate today). Challenges are healthy. What do you think? Comment below!

Comments

[Julien]

Thanks Amy, that's great praise coming from you.

I think the best kind of ideas can sometimes come from going far in your thinking, way far, and then backing up a little until you reach the right level of risk (most people/organizations do the opposite). Although you usually end up appending to a comment like the one I made, there is a great value in throwing it out there for people to discuss. It's like Edward de Bono's concept of Po.

The expression brochureware is also one I've become very fond of. I didn't invent it (an acquaintance of mine did), but it represents so accurately everything that people loathe about the 'official websites' we've seen corporations let represent them when, in fact, web-aware people are the first to see through it.

[marnie webb]

Interesting conversations. I got into a cross blog talk a while back about the same thing. Personally, I think that the "official" site has value and it's different than blogs. Not so much about authenticity -- no the official site shouldn't just be brochureware -- but about the fact that this has been vetted and the organization stands behind. Blogs are a bit different.

The recent Microsoft Vista backdoor "over my dead body" stuff is a perfect example of the ways the official site and blogs can compliment each other but provide different functions.

Link: http://news.zdnet.com/2100-3513_22-6046016.html