
I’ve noticed it intuitively at Montreal Tech Watch or the other blogs I’m following on RSS, but here’s a post written by Nick Carr which sheds a new light on the audience shift on the web.
Admittedly, I am very late to the concept of blogging, having only started one about 18 months ago, but I did see the “power” and reach of blogging. You gather a few thoughts, and if there were a tad original and interesting, the “community” found it, commented on it, and re-blogged the post with other original thoughts. And once in a while, there would be conversations, where two or more bloggers discussing a hot topic.
It doesn’t happen nowdays, not anymore. I have the feeling nobody reads the entirety of a post anymore, and if they find something interesting, one of their first reactions is to put it on twitter or facebook or a bookmarking place like hacker news. A twitter/friendfeed discussion will then continue. The original post on the blog would then act only as a tinyurl reference, and not the central focus of discussion.
It’s easy to understand how we came up to this: It’s much easier to setup a twitter or an identi.ca account, than setting up a blog. It’s much easier to throw you current state of mind in 140 characters than writing carefully crafted paragraphs. And people do answer you immediately on microblogging platforms. Plus the fact that a user own their content on a tweet whereas it’s not the case on the blogger’s website.
For me, this means that the old dream of having a personal blog that would have a world reach, a presence on Google, and being able to reach out to the “community” and starting a discussion is dead. Yes, this old dream is a thing of the past. You will now just get heard on your immediate network (read: co-workers, immediate friends, family); unless it’s a professional blog, with a marketing plan and a sales team that would allow it to become the leader in a market. In a few years, we’ll probably just have a few huge web media companies, brand names such as Huffington Post, Revision3, Giga Omni Media which will have mass media influence, equivalent to the current omnipresence and power of Time or NYTimes.
You probably played a role in this, by having a twitter or a facebook account, and spending time adding links and notes here and there. The question left unanswered is: Is there a way to still keep the influence and the discussion? Probably not. Microblogging, social portals like Facebook are going to stay, and they’re the fastest-growing destinations on the Internet. Instead of fighting the change, you’ll have to embrace it. I’m looking forward to tools that would gather discussions, and highlight at the same the tinyurl’d web page. I’m looking forward for tools that would disseminate content on these platforms, but still keeping a trace (with a token for instance in the url) and show where it is going and landing. This is the kind of tool we’re heading towards to at TechEntreprise, but I won’t be surprised if there are new websites already working on this.
Original illustration: Atomization by Didier Bonaventure, a Montréal artist.