I'm deep into building a big web app that brings an offline process to
the web. And this has got me thinking about two big themes or changes
that we are seeing in the web industries:

 1. Most organisation's websites are changing: from the thing in the
corner that is rarely looked at, to being an operations platform that
is used 8x5 by staff, who work on the site all day. The web has
become operational, inhabited by people working on it. There tend to
be real people doing stuff behind all live, interactive, interesting
sites. But we still have a myth about it being automatic, or self
managing. In some cases that is true, but generally there is somebody
working on it, answering the emails and forum questions, inviting
people, doing maintenance, writing or adding content. Working on
web content, once a nice skill, it seeping into everybody's job
description.

 2. You mustn't draw a line around the website and say that's it. You
website is a one corner, a cornerstone, of your online presence. You
need to also be working on the facebook, twitter, youtube, ...
presences for your organisation. Or find some helpful friends who
will. What you need to measure is the whole of your impact, not just
the website hits.