Marketing

Politics has no place in this blog and that is not about to change. But something made me laugh today.

In days of old when techies ruled the web we’d use whatever domains we thought were best. But back then there were few, basically .com, .org, .net, .edu, .gov, .mil and a couple of others. Or course, everyone wanted a .com. Later we got country codes, thus .co.uk, .org.uk, .ac.uk and so on, and every other country did similar. And here we are today with zillions of domains, some restricted, others not so. At one stage I had a .museum domain but my project didn’t get very far and the domain costs were too high. To get that I had to fill in all sorts of proof.

A lot of my work in name and brand protection saw me acquiring domains which could be used against us, and domains which we could use for marketing in other countries. I had loads including permutations of our name as well as our actual name in other countries and regions. For example, I had China, Asia, Europe, US, may generics, and others in the organisation had India and Japan. I could throw domains up literally in seconds if we detected an issue, for example a name very close to ours but being used in a scam or some fakery. All were directed at relevant information or at our main websites or region specific parts thereof. These were all tools both for me in my work but also for marketing as we had them available for extraterritorial projects.

So it did amuse me to see that some party had purchased a .org domain but no others. Immediately someone else grabbed the .com and .eu versions of the same name and put up opposing views. Many others are also taken but are parked. An individual grabbed the .org.uk version and some enterprising person even grabbed the .party (one of the new TLDs) domain and parked that.

If you have an idea, a name, a party, or whatever, speak to your marketeers about it before anyone says anything. Listen to them but also advise them. It can save you, and them a lot of embarrasment.

Keeping control of your content

The Internet Society are hot on this and their new website follows the POSSE principle – Publish on your Own Site, Syndicate Elsewhere. IndieWeb has more on this at https://indieweb.org/POSSE

Essentially, you acquire a home on the web, maybe your own server, a VPS, or shared hosting via wordpress.com or many others. The key thing is it is yours. Better still you purchase your own domain name and point it to your ‘home’.

At this stage it is little more than, for example a personal blog. But when it becomes the only place you publish content and when you syndicate that content out to other sites then it becomes your single source of truth. And you always have the original.

So, you publish a post and link it out to your social media channels. I can see this also helping with your Google rankings due to the backlinks. But it also means you do not need to worry about social media platform X being switched off because you don’t actually have any content to retrieve before it goes.

It’s more complex than I set out above – see the IndieWeb pages. But the Internet Society are making use of this method now, see https://www.internetsociety.org/blog/2018/03/building-new-website-posse-sharing-facebook-twitter-linkedin-google/

To me, this is has come full circle. When I started publishing on the web back in early 1993 if one wanted to publish something one found some Internet connected computer somewhere and put a web server on it. There were many such islands back then, some large, some small. Discovery was either by word of mouth or by fledgling search engines. Now with social media and the ease with which one can publish material and have it all searchable, keeping control of, and ownership of your own content is crucial.