The fluidity of experience between the online and the offline has created a population of individuals who do not distinguish between when they are digital and when they are analog.

“I saw the office for lease downtown, so I got the address and I drove by it, I’m gonna email that guy and see if I can schedule an appointment.”

It’s not important to this person that when he “saw” the office he was online. It’s just the way that he saw it.  It’s the way he got the address too, but then he used the “car” technology to drive to the space, and so on… The point is that people interact with content and tools provided by digital media the same as they interact with their phones, their toasters, and their radios… it’s just part of their lives.

This constant interaction with content is the nature of the Web and it is co-mingled with all the other activities of our lives. Thus to increase stakeholder participation online is to increase stakeholder participation in general.

So, what does this mean to an organization? To generate, publish, manage, syndicate, and generally broadcast content over the Web is to increase participation from your stakeholders, be they community partners or prospects and clients.

Therefore, your solution is operational. Your secondary solution is a website and other tools that you will need for your communications activities.

Address the operational questions first, then equip your team with the tools they need to do the work.