In the not too distant future static corporate websites will be replaced by their social equivalents.

This will happen because more and more consumers are engaged in daily conversations, often involving brands, across multiple applications, platforms and networks, wholly independent of these sites.

As these conversations become increasingly independent of these sites, falling traffic will render them ineffective in their current form. Instead, the online presence of each brand will necessarily expand out into the social space to stay in touch with their audience.

As a result, the online presence of a brand will increasingly become the sum of its social exchanges across the web and not the website that many currently call home.

Corporate sites will change in many ways:

1. They will be forced to constantly reconstitute themselves as a function of ever-shifting dialogue with consumers. (Have you ever noticed how every time you re-do your website, as soon as you’re done, you have to re-do it again because technology and conversations have moved on? It’s just like that and isn’t going to change).

2. The compass for a brand in this shifting marketplace will be it’s core values and purpose. The strict definition, execution and adherence to values allows for a brand to move and morph without cannibalizing itself.

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