Monday, August 24, 2009

fragmentation and throughline

In less than 12 days, I hope to broadcast the launch of my company's new website. My partner Laura and I began this company in April of 2006, after several years working as independent contractors in the broadly enigmatic vertical known as communications.

What's gratifying to us about our delinquency is building out our own web presence (a shoemaker's children example bar none) is that in the last six months emerging communications technologies have largely changed the businesses-to-customer landscape. Micro-blogging and transmitting information in real-time has become the new "over the back fence" way of creating an intimacy with a person or a group of people.

Case in point: I'm writing an article about defender Scot Thompson and the vociferous fanbase of the Portland Timbers soccer team. I attended a match on Saturday, and in my recon, hooked myself into the Timbers Army twitter-loop. Via ongoing tweets, I got more material, insider language, and post-game analysis than I could have had I shoved my DVR into the faces of several screaming fans.

Of course, there's a bit of a downside to all of this. I was so busy tweeting and tweet-hunting during the game that I missed a few key plays on the field. In other words, there is a learning curve with micro-blogging as well as a note-to-self about cutting up a good through-line by obsessive fragmentation and multi-tasking.

Somewhere in all of this we must strike a balance. As business owners or managers, we mustn't ignore social media platforms and shrug them off, but neither should we embrace them to the detriment of deep concentration and resounding insight.

Since our niche, at BridgePoint, is the "mature" client--we are mindful of striking that balance between hip, slick and new and sensible, human and timeless. It's an interesting juxtaposition. Stay tuned for further reportage--which may come to you via twitter, facebook, newsletter, this blog or good old-fashioned face-to-face.

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