Online technology is not only changing constantly but changing at an ever-increasing pace.

These changes impact on the behaviour of, and accessibility to, consumers, businesses, organisations and governments alike.


As one group adopts and adapts to a new technology it affects how that group interacts with the other groups.

Each change has potential to affect numerous communication and marketing factors, such as:

  • the balance of power in a relationship
  • visibility of parties
  • accessibility to parties

In other words, each change in online technology adoption makes it harder or easier to maintain existing relationships or start new ones.

It also follows that each change can render old technologies redundant, change our use of old technologies, or increase the suite of technologies considered ‘conventional’ and ‘required’.

What does this mean for businesses and organisations in the Top End?

It means that the people important to your survival – consumers, employees, influencers, even supporters – are increasingly paying more attention to these social channels than to more traditional modes of communication.

Are you literate in social networks and social media? Are you aware of what your competitors are doing in these places?

Our challenge is to research how various Top End entities are responding to this challenge and to capture for you a guide to best practice with these tools in an approach that is TRIED and TESTED in the Northern Territory!

There are two broad areas of concern to us:

  • How to use Web 2.0 tools for business efficiencies?
  • How to use Web 2.0 tools for business opportunities?

I invite you to take part in discussions on this site and nominate people/businesses/organisations you know of using these tools successfully.

In October 2011, a presentation for October Business Month will distil our findings and result in a guide you can download and use with the tools you determine have an application suitable to your business strategy.

Steve Davis