I read an interesting article today that explored the idea that Google can’t develop social media platforms because it’s not in the company’s DNA.
The gist is that Google builds applications that get the job done (search, email, news, maps) and encourage you to move on to the next task.
Social media, meanwhile, wants to be what we called “sticky” back in the Web 1.0 days… that is, they want to build an application that keeps you on their website for as long as possible. They also want you to provide the content and marketing.
The author makes a very good point, and also makes another point implicitly — do what you best and don’t try to be everything to everyone.
When it’s time to re-develop your website, keep this lesson in mind. Focus on what your business or organization does best and drive that message home to your audience… along with a killer call-to-action.