The word static means showing little change, characterized by lack of movement or progression. A static conversation is one which doesn’t progress towards improvement by either party engaged. Static conversations do not add any new content or context to the topic being discussed or discovered.
Within the billions of conversation flowing throughout the web on a daily basis it is the static conversations that get little attention. Of the hundreds of millions of web sites on the web over 80% of them have static content. In other words the content never changes and subsequently does not engage “people” in relevant and rewarding dialog.
In business if your not engaging with the market then your not likely to make progress or movement towards an aim. In other words your business becomes static.
Static Or Fluid Traffic?
In the digital economy traffic is an indicator of market engagement. Market engagement is an indicator of interest and attention. People visit your web site, your article, your video and your profile because either they have an interest in you or something you have or have said. Google copies and indexes your content like a conversational library. Your digital presence can draw attention but unless your providing progressive content, rather than static content, your not likely to create an attraction, an affinity and subsequently an audience. The content in the “conversational library” gets to the top of the reading list based on the “rate of change and the rate of interest”.
Twitter, Facebook, Linkedin and others provide people and businesses with a digital footprint. However, unless your actually creating progressive movement (conversations) then your profile, your presence, your market and the “conversational library” will consider you as “static”. In other words if your digital “footprint” is standing still people cannot follow where your going or what knowledge you have to offer. Not knowing where you want to go or what knowledge you have does not create attention, attraction, affinity or an audience. Your content gets buried in the “conversational library” index.
Conversational Footprints Should Create a Path
Conversations create paths to learning and discovery. Learning and discovery is not a static process rather it is dynamic. The dynamics of conversations are progression towards gaining new information, new knowledge which becomes helpful to others. Unless your conversations create a pathway to conversational currency then few people will follow or find your footprints because they go nowhere and the library considers your content static.
Web 1.o was about static one way content. Web 2.0 is about creating and disseminating two way conversational currency that progresses towards value creation. Knowledge creation and propagation progresses towards innovation. Innovation is what creates attraction because it enables people to save time and increase productivity. When your conversational content helps people learn to save time and be more productive then the crowds will follow your footprints and the “conversational library” will index your content as valuable, popular and worthy of attention.
When people go to the “conversational library” will they find your content. If they can’t they are not likely to “check it out”. Get it?
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