I was just forwarded a link to Rich Tehrani’s most recent article, “The Rise of the Splinternet“.

Rich talks about how in the ‘olden days’ people were comfortable with having a website and used it mostly as a portal for their customers. A window to their world, if you will. Today that seems to be old school, and if nothing else, certainly something to consider.

As I was reading this article it occurred to me how small we still think. An immediate example is personal to me. I have a new friend, Doug McCrea, who is a fantastic wine maker. His wines rank in the top 100 worldwide. As a matter of course, Ken and I considered a Facebook application or group in promotion of McCrea Cellars.

In contemplation of such an endeavor I took a look at what Facebook offers. There wasn’t a lot, certainly a few applications specific to wines and/or wine and food, but it did give me something to think about.

First, when considering how to promote a company, or in this case a winemaker/cellar, you need to consider what they already do. Doug participates in dinners that showcase his wines. He also participates in local wine tasting events. This gives an opportunity for feedback with a general audience. The problem is, many people can’t afford the expense of attending such a dinner, and even if they can, the space is limited so in truth only small numbers can actually gain entrance to these events anyway.

Still, many want to learn about great wines, what goes into the process etc., and many are like me. They simply want to ask a few questions. I think they may even want to feel a part of the process. It is possible to have great ideas come out of such collaboratiion. Fresh eyes, fresh tastebuds. I believe the importance of meeting at the consumer level is under rated.

How does this become something to consider using on a site such as Facebook? What good would a Facebook application be? How would a group provide value?

What I think this could do, is personalize Doug and his product while providing a way for a much larger audience to become familiar with his ideas about wine, and also creating some interactive potential.

In todays global market, what makes one product better than another may be as simple as the ability for consumers to ask questions, and further, get answers. Being a presence online has huge benefits, especially if you make yourself accessible. My guess is that McCrea Cellars will take a big step into the world of web marketing. I expect they will be as successful there as anywhere. After all, their wines truly can sell themselves.

As for a ‘Splinternet?. I’ll leave that to Rich Tehrani and the VoIP crowd. I just think the world is shrinking at such an amazing rate and I don’t think we have begun to see where technology will take us.

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