People are now making what they want of your customer silos. People online have more options than ever before to access the information they want. The tool they most often use is a search engine, and with mission statements like this “organize the world’s information and make it universally accessible and useful” who can blame them.

Remember how this is done “Google’s breakthrough in search, which quickly made it the undisputed search market leader, was PageRank, a method of using the link structure of the web rather than just the characteristics of documents to provide better search results.” o’reilly

People now actually think they can find anything about your brands content, products and services on the web.

The great advantage of this assumption is that people by their behavior on your brand website are telling you what they want. As the slightly bombastic cluetrain manifesto manifesto 95 points make clear it’s a conversation now. The manifesto says this is a result of a ‘networked environment’, as they called it in 1999. I suppose its now called social media. In which people now really participate in your business. People out there are creating content, products and services the same as your brand. The internet is bursting with advice on how to have your conversation be it groundswell or citizen marketers.

As the daddy article of them all points out What Is Web 2.0

publishing –>participation.

Know your role. Ambition and expansion are good things, sure, but only if they let people share, participate, add value, engage, join the party of your core values. Here begineth the fun.