The Web isn’t a Platform

And Facebook is the new AOL.

I was having a discussion with a friend about how to build a personal brand, always a topic du jour in professional services, when we began to discuss online presence.

I think a personal website makes sense, I can control all my content there and really take ownership of it

To which I heard the retort

Who goes to websites any more?!?

I think this a surprisingly valid point; when was the last time you truly browsed a “traditional” website? Or clicked a link that wasn’t embedded content?

A more common browsing route is now to follow deep links from Facebook and Twitter directly to content, or use content-specific platforms (like this one) to view suggested content.

In that way, Facebook has become the new AOL; the de-facto homepage for the Internet and, for some people, the extent of the Internet. Facebook, Twitter, Medium, and Reddit are the platforms, the web is just infrastructure now.

One clap, two clap, three clap, forty?

By clapping more or less, you can signal to us which stories really stand out.