I have learned a lot already since starting my new venture, ElliotCafe.ca.  I have long been preaching that a business’s website was the “centre of the universe” and that social medias were like satellites revolving around the mother ship.  The ultimate goal was to bring traffic to the website using social and other backlinks as a dragnet to “reel them in”.  OK.  Now I’m not so sure.  I think that websites are going to gradually become more like just another satellite and your online business will be almost omnipotent, ethereal, non-tangible, a collection of everything.  I can imagine even now some businesses having high prominence on the web and don’t actually have a website in the strict sense but do have a brilliant collection of social streams with lots of followers.  And what about Google Search?  Well, when you think about it, it’s designed to help you find websites, right?  How often, when you search for a keyword, do you see Tumbler, Facebook, Pinterest, Twitter etc appear in the search results?  Like almost never.  If you want to listen into those conversations (and believe me they are important and possibly more timely than anything else) you need to do your searching within those social platforms.  And guess what?  A lot of people do.  Especially Millennials. Now when I have something to say I really need to think which social media is the most appropriate to use.  There’s a lot to learn about that.  Some companies just create one bit of content and put it out with very little modification to all their socials.  Boring, boring, boring.  Especially for people who follow you on multiple channels.  You need to learn the particular nuances of each platform and play to it.  And what about your websites?  I’m not saying it’s time to stop putting effort into your website.  Just saying that you need to look social with a whole new lens.  Mobile is going to drive everything and most social stuff works great on mobile.  Wouldn’t it be great if there was a search engine that really searched everything, even social, based on keywords or hashtags and gave you the results sub-categorized by the type of platform that carries the content? Now that’s something that would pull me away from my 10 year addiction to Google Search.