With each day, businesses that want to maintain a competitive position online need to generate a dynamic of consistent updating of information. A company, like each person working there, at least at a managerial level, is simply a system of inputs, processes, outputs.
This is where we really see the difference between dynamic and static companies: in the way they develop a dynamic information ecosystem at managerial level.
In dynamic companies, the web site is a reflection of this dynamism: it is constantly being updated, commenting on news and events beyond the company itself, in conversation with the surrounding community and by managing the social networks to help sustain this activity of exchange through a permanent presence. In static companies, the web site is simply an online brochure that typically hasn’t been updated for several months.
Read more: Forbes