This is what Shawn Morton would look like if he had been made of LEGO -- the personal website of Shawn Morton
UPDATE: This blog has been retired as of August 2011. See this post for more information or connect with me on Twitter.
Friday, March 6, 2009
My take on
If you've been on Twitter over the past week, you've seen the uproar that Skittles caused with its new website. They've replaced almost all of their website's content with iframed links to social media sites like Wikipedia, Facebook, Twitter, YouTube and Flickr.

Linking directly to a Twitter search result aside, I think what Skittles did makes a lot of sense. Why does Skittles need to design, build and maintain a website when they can put the content on (or pull the content from) the place where lots of people already go for that type of content. For example, will more people see their videos on or on YouTube? If the answer is YouTube, then why duplicate the effort on .com (please don't use SEO as the reason they should, BTW)?

And for those who claim it isn't social media because they aren't engaging, I didn't see Skittles claim that this was a social media project or campaign (of course, I didn't look, so I may be completely wrong here). It's their website. They just happen to be leveraging social platforms like Twitter, Facebook, YouTube, Flickr and Wikipedia to maintain and host it.

There are a lot of other brands that could benefit from this approach. Social media analysts like Jeremiah Owyang have been saying for years that the corporate website is irrelevant and that Google is your homepage. Surprised to see some many people call this crazy.

I love the approach, especially when you realize how simple it was to build. The day after the site launched, I whipped up a working Nationwide version in less than 15 minutes (minus the snazzy design of the faux widget).

About Shawn Morton

Married father of 6; VP of Social Media at JPMorgan Chase; gluten-free; gadget enthusiast; hair metal aficionado; #Movember man View more on LinkedIn.