"Lately I have been thinking a lot about channels. Every day it seems there's a hot new Web 2.0 site that captures our attention.
We're a million monkeys running on treadmills, chasing the latest banana. Myself included! The breathing apparatus in the photo above reminds me of my Google Reader stream!
Surely, channels are where the action is at. However, it's important to remember they are just that - and they change. Circa 1998, perhaps when many of you were 10, The Globe.com, GeoCities and Tripod were all the rage. They faded from our horizon over time. The same thing will happen to many of today's hot sites. In fact, I advise marketers not to invest too much time in creating "a Facebook strategy" as much as they don't have "an NBC strategy" or "a New York Times strategy." Instead, I encourage them to people watch, learn and then plan based on their audience and the big picture."
It's funny that as soon as MySpace has lost the spotlight and people have given up developing stuff for it in a mad rush to Facebook that Steve/Edelman (who consult to Myspace) have started to downplay the importance of any given platform or ecosystem.
I don't disagree with the basic premise that Facebook is just a tool and tools come and go, but calling everyone monkeys and downplaying the Facebook strategy is a little hypocritical.
I've made my dislike of Myspace clear. Not only does it foster a lot of garbage interactions, it does business through FUD and tries to choke off the air supply of developers/companies who are trying to add value.
This is all changing now of course. Facebook's platform strategy has forced a change in direction for Youtube. The only question now is why their advisors didn't suggest doing it earlier. And why are they downplaying it now. Or if they did, why didn't they listen.
Facebook's platform play is a better approach - but it is still not really open. However even their small glimmer of openess was enough to attract massive attention.
As I've written before, Rupert Murdoch (The man in charge at Fox, Owners of Myspace) will have to learn that 'the Network' is the Internet, not the Fox Network.