Weaponize your website

Imagine you’re aboard an aircraft carrier.

Now imagine that aircraft carrier has no fighter jets or cruise missiles. No depth charges or torpedoes. No anti-aircraft guns or other munitions. It doesn’t even have an engine or other propulsion system. It’s simply a vessel adrift at sea, incapable of going anywhere or projecting power.

I’ve just described the problem with most websites. Powerless, impotent, passive. They’re little more than color brochures adrift in the cyber-sea that is the internet. These kinds of website do no work for your company.

A weaponized website is one that is armed with:

• A blog (or blogs)
• Social Media integration with sites like LinkedIn and Twitter
• Videos
• Podcasts
• Case studies
• Etc.

A website doesn’t necessary need all of these assets or capabilities. Given at least a blog and Social Media integration, though, a website has the ability to reach out, to draw people into its orbit, and to give those people the means to interact with the company.

It’s not complicated or expensive to upgrade your website with these Web 2.0 technologies. The big issue is putting a Web 2.0 strategy in place and having the commitment to prosecute your strategy day-to-day and for years to come. That means, at the least, consistent and meaningful blog posts – at least one per week – that are shared with the major Social Media sites.

You can learn more about this subject by reading a few of my previous blog posts. Go to:

• The beating heart of an effective Social Media campaign
• 8 reasons why a company should blog
• How to find topics for your blog posts
• Keeping that blog alive

Whatever you do, don’t leave your company’s website adrift. Weaponize.

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