Social Networking for the Rest Of Us

In terms of the internet, 2008 has been an important year for ickledot. In addition to stepping out and forming this little company, earning a bit of money and meeting some wonderful people, I have also come to recognise the benefits of what has become known as Web 2.0. I realise this is around half a decade after the movers and shakers turned the internet from a passive ‘get a website and wait for others to come and visit’ to a more interactive world of blogging, Twitter, Facebook et al. From what I read, they are already moving on to version 3.
I have described how this happened for me before but briefly it began in a big way with a presentation by Ian Green of Green Communications, my reading of Here Comes Everybody by Clay Shirky and following the blogs of influential voices such as Dave Winer, Mitch Joel and others.
Obviously here in Sunny Oxenhope we are a world away from such high fliers (although the internet allows us to be an email away from direct contact and generally if we have something interesting to contribute a reply ensues). What interests me is how this technology can help local businesses - the butcher, greengrocer, hairdresser. How could they become part of the global network and also see their customer base and sales increase? Certainly many such institutions are under constant threat from the big supermarkets and need all the help they can get. Following on from that, is there potential for a local social networking business? If the big corporations can be served by companies such as Green Communications, could local shops and businesses benefit from similar yet smaller scale advice, particularly when sites such as Blogger, Wordpress, Flickr, UpComing or even LinkedIn mean a considerable web presence can be constructed with very little expenditure?
To compare my position with a race or journey, I look way ahead to the leaders, the front runners including the individuals and organisations mentioned above. Looking back though, there is a long tail of social networking stragglers. My excellent local butcher had never heard of Twitter when I mentioned how my tweets about his pies had got a number of responses. He might argue he’s doing very nicely thank you and doesn’t need to get involved in all that stuff. At the very least though it is self-publicity and free advertising. The potential beyond is huge. Just ahead in the race are those who have websites in the same way they have business cards, compliments slips or letterheads. Their sites exist and and are immediately forgotten. Six months later they look tired, neglected and hardly ever visited. I have even come across larger institutions such as museums that still look upon their websites as little more than virtual billboards.
So that’s one of my target for the coming year. To explore how the wonderful world of social networking can be applied successfully to local shops and businesses that are ‘under the radar’ of the big players. Watch this space.