Did you sign up for this marathon when you launched a business?

For most businesses, a static web site is just not going to cut it anymore. If you want to attract NEW customers, or raise your profile the way GE would like to do, you have to have a growing web site that takes new information in all the time. What a bummer. Did you sign up for this marathon when you launched a business?

Mediapost Marketing Daily: GE Launches Consumer Web Initiative, 2010-Feb-26, by Sarah Mahoney:

Linda Boff, global director of marketing communications, tells Marketing Daily, "From a digital perspective, the difference between business-to-business and business-to-consumer is starting to vanish, and this [web site] supports the broader goals of the 'Healthymagination' effort, which we launched last May: Bringing better health to more people." The Fairfield, Conn.-based company is dubbing the initiative an "ecosystem," as opposed to a plain old Web site ... We wanted to create a digital presence that let us see where the consumer conversations are happening, and follow them there -- whether that happens on Twitter or YouTube. We're looking at this as Mile One of a marathon and hoping to build traction."

... says Ivan Askwith, director of strategy for Big Spaceship, the New York-based agency that developed the site, is the enormous popularity of health-related sites. "There is just so much information out there, and trying to make lifestyle changes can be so overwhelming, ... And rather than just compete with established content providers, "we wanted to partner with them," he tells Marketing Daily. For instance, the site's "Better Health Conversations," is a partnership with WebMD. The instant messaging-like feature generates health guidelines, as well as a list of questions to ask your doctor at the next visit.

Building a conversation means finding something to be interested in...

As a business owner, I've come to the slow realization telling people what you know is boring. To use social media effectively, you have to make conversation, so you can't just tell, you have to learn small talk. You have to take an interest in a large variety of subjects for which you will never be an expert. Yes, it's awkward at first, but then you notice it's turning you into a more interesting human being. And you wonder why you didn't do it before.

Content Management Connection: Why Marketers Fail at "Social", 2010-Feb-15, by Jay Deragon

The days of managing by results are over and today unless you manage by building confidence and trust with people you will not reach optimum results.... Most businesses jumping into use of social fail to consider the human factors that drive people’s interest, attention and behavior. Pushing out marketing messages without meaning, value or truths do not build confidence and trust with the market you aim to serve. Such tactics are doomed to fail because marketers primary objectives are to create business results.

New marketing challenge: be a publisher

One of the most confusing issue for business owners who want to use social media is the pressure to create content. You can't just 'be available' on Facebook and Twitter. You have to have something to say. Something other than 'buy now.' Brian Solis makes a powerful argument that businesses are becoming media and must think like publishers.

Mashable.com: Why Brands are Becoming Media, 2010-Feb-11, by Brian Solis

One of the greatest challenges I encounter today is not the willingness of a brand to engage, but its ability to create. When blueprinting a social media strategy, enthusiasm and support typically derails when examining the resources and commitment required to produce regular content.... But once we introduce a social object, we must be ready to back it up with additional relevant content, and create a publishing calendar programmed specifically for each network on which we maintain a presence.