Clarification of Portal

There seems to be some confusion out there in pixel-land. A Portal means a Door. A door is not a place to hang around, it is a gateway to somewhere else. Portals do not count their visitors in terms of stickiness, but in click-throughs. You click to go through the door to somewhere else.

Which is what Google is trying to explain. They don’t create content or hold you to their site, they simply open the door. I think of Google as one of those nice concierge types you get in overseas hotels who always know the best restaurants within walking distance and where to buy an umbrella (ok sometimes they loan you one, but that still fits into the Google analogy). Of course their conceirge gets a clip for each recommendation to the local eatery but hey, thats business.

A room or a space or a mansion or a garden or a whatever is what you click through to. Some of the doors or Portals lead to online communities. MySpace, LiveMansion and so on. Others lead to webpages full of content we sift through in a static way. The difference between stepping through a door and reading a sign on a wall or stepping through the door and meeting interesting people. Interesting people dressed differently, sipping different drinks and wearing different expressions.

So, do you have a portal or a room? Is your room simply a wall with a noticeboard or does it have a community? The evolution of the Internet in my opinion is
from a one page advertisement – listing your company name, address and an “email for info”
to an information site – download .pdfs
to a search or aggregator portal OR an ecommerce site
and finally(?) to dialogue (community) incorporating all of the above but getting your consumers involved.


Technorati Tags , , ,

Laurel Papworth

Named by Forbes™ Magazine in the Top 50 Social Media Influencers globally, named Head of Industry, Social Media (Marketing Magazine™) and in the Power150 Media bloggers (AdAge™). CERT IV Training and Assessment certified trainer (Diplomas and Certificates etc) Adult Education. Laurel has manager Facebook Pages for Junior Masterchef, Idol, Big Brother etc. and have consulted on private online communities for banks Westpac, not for profits UNHCR & governments in SE Asia. Lecturer, social media, University of Sydney for 10 years and Laurel has 11,000 online students. Laurel Papworth personally connects to 6 million followers online and has taught around 100,000 people in the last 10 years how to be social media managers.

One thought on “Clarification of Portal

Comments are closed.

Recent Posts