We used to call it the Web. Or the Internet. Or even (if you’re old enough to remember this gem of an anachronism) the information superhighway. And like good students of Victorian order, we even had subcategories for things that populated this space: blogosphere, social media, chat room, instant messaging” the list goes on.
Many fretted over the need to define these as places.
Some demanded that these words be treated as proper nouns, requiring capitalization and all the formality that we could muster in our language. We did this for a time because it was new, and out of worry that there might otherwise be what editors sombrely call “ambiguity for readers” ” in other words, people just might not understand. Slowly,
people most people came to realize that just wasn’t necessary anymore.
That’s all in the past now.
Online is no longer a shelf space or a channel for content. It’s no longer a subset of what was once loosely called mass media.
Online is now the outcome of things.
It’s the record of what we do, of the things that matter to us. Every blog entry. Every tweet. Every comment posted. Every review or testimonial by a customer. Every friend made, or connection reacquainted. Every work sample. Every article written. Every collaboration. Every mashup.
Think about how what you say says everything now.
Today, what you have to say, what you write about and how you say things is all a direct reflection of how people see you.
That includes your clients and prospects.
And you better believe they’re reading what you post.
The number-one thing that people do now when considering doing business with someone is to consult online. Google calls it the zero moment of truth. Others simply call it finding out more right now.
According a US study by Google, 88% of consumers now engage in the “zero moment of truth” prior to making their final decision. As of 2011, they consult more than 10 new media or traditional sources before making the decision to buy—that’s double the sources consulted just the year before.
That good first impression you hope to make on someone? It’s probably already happened whether or not you were ready.
Whether it was successful or not is going to be determined in large part by what you post and how you treat others online.
You are the sum of the choices you make and how you choose to express yourself online. You are what you post.