We have all come across personal websites, whether a blog or theirname.com, that enable contact forms, without email addresses. Personal brand websites should maintain direct methods of communication, such as Skype, email or even your phone number (Robert Scoble does it). In a web 1.0 world, contact forms were acceptable, based on the fact that communication was one-way. That is no longer appropriate with web 2.0, as we have transitioned from one-way to two-way dialogues. As we engage in social media, we want to “open the doors” to everyone who takes interest in our brands. This may be for feedback purposes, to establish or accept new opportunities or just further relationships.
Businesses with five or more personal brands should have contact forms, but may combine forms and direct methods where applicable. With five or less people tied to a business/website, there is no need to disconnect with your viewers, subscribers or customers. Your goal should be to position yourself as approachable, in order to grow your business. When there are large corporations, contact forms are more of a requirement because you want to redirect certain messages to specific business functions or groups within the organization. If your organization is large enough to have corporate communications, more specifically public relations (PR), then listing their contact names is beneficial for reporters and journalists.
The middle-person is social networks. If you are a current user on Facebook, then you know there is a messaging function. When you receive messages from your friends, they are in the form of links from your email to the Facebook platform. I consider these networks as middle-people because they take you from your email to the platform in order to read your message.
In summary, there are 3 layers of connection between you and your viewers, readers or customers.
- Layer 1 – Direct Lines
- Layer 2 – Social Networks
- Layer 3 – Contact Forms
My personal website, DanSchawbel.com allows visitors to connect with me through all three layers, as a way for them to have choice and comfort. This may pose as a good best practice for your website. Either way, contact forms will not die today, but in the future, as we all develop our personal brands through blogs, the need to switch to direct methods will increase. In this transition phase, using multiple layers may help you increase the chances someone connects with you.
