What the internet means for...everything.

Haha, wow, my old blog! Just how I remember it. Let me dust off the post button reeeal quick. Yup, still works.

Okay, so I've been thinking lately about the Internet, and because I consider myself a big picture person (I like to consider systems as a whole), I've been thinking about the big picture of the Internet. And, ladies and gentlemen, it's a mess.

The Internet is a mess. Virtually every aspect of the Internet is poorly understood and, therefore, poorly managed - the way we access it , regulate it, pay for it, view it, make money on it, control identity with it, communicate through it. Maybe I'm being melodramatic, but can you predict the outcome of any one of these problems we're facing right now? I know I can't. But sure, we're starting to figure out what works and what doesn't.

So what? Well, so a lot of things. For example, as an individual, using the Internet means walking in a reputation minefield. You know that scene in Grease where the news of Rizzo's unexpected pregnancy beats her back from the bathroom? Well, it's like that, except worse. My generation often treats the Internet like its own private social forum, but in reality the information is transparent and easy to share. Organizations have as much (if not more) to worry about than individuals; "isolated incidents" that once flew under the radar of big media can now blow up faster than alka-seltzer in a seagull.

And if you're not messing up your reputation online, your organization is probably, at best, basking in the mediocrity of its lifeless Web page. Which is fine. But it's no way to drive traffic, command attention or make money.

How can you use the Internet to its full potential?

1. Consider your goals as an organization. Could an organzational Web site or involvement in social media help you achieve those goals?

2. Consider your audience. What are they like?

3. Consider the value of your content. If you're a corporation, people aren't going to visit your page to view your canned advertorial content. There'd better be something to worthwhile to your readers - attention is difficult to keep.

4. Update! Content must timely or no one will care.

Later I'll talk more about how you can engage the online audience. In the meantime, to my readers (if there are any of you) - how has the Internet affected the way you consume media?

Big media treading water

There's a special kind of irony that comes when a major newspaper reports on its own bankruptcy. It's not comedic irony - it's a quietly disturbing irony, foreshadowing drastic changes in the media world. The Tribune Co., which owns the LA Times, KTLA-TV Channel 5 and other newspapers and TV outlets, filed for chapter 11 bankruptcy protection yesterday. They're not alone in their financial trouble.

NBC recently cut 500 jobs in its plan to cut $500 million from their budget next year. Viacom announced that it was cutting 850 jobs in an effort to save between $200 and $250 million next year. Even the New York Times is over $1 billion in debt right now.

Andrew Sullivan makes a compelling case for the imminent death of print media. He says bloggers have filled the gap in reporting to some degree but can't support true journalism like a newspaper can. And he's right.

But it's not all doom and gloom - newspapers are still in a transitional phase between print news and online news. We're seeing the light at the end of the tunnel already, with many newspapers stepping up online content and exploring the possibilities of online advertising. The survivors of this tough time will come out with tight new online business models.

Some trends that have come with an economy in recession and the transition to online news include:

- smaller newspaper staffs,
- consolidation of independent newspapers or studios into media conglomerates,
- and increasing reliance of news outlets on press releases and news agencies.

Check out this New York Times article for some more insight into the economic side.

What does this mean for journalism? Well, I can't really say - but I do think the worsening economy can only hurt investigative journalism, a cornerstone of any free society.

But for every column that can't be filled by a reporter, someone in PR might be stepping up to the plate with a release or story pitch. Bittersweet for us PR people. But more bitter than sweet.