Why Publish on the Web?

We all sipped our coffees while the two of them considered my question. Anita was the first to answer. "They want to help others?" she asked.

"Good answer!" I said, smiling. "The Internet connects computers together, but the Web connects people together. Remember, the Web started as a way for researchers to help one another by sharing information. Individuals have always played an important part in making the Web what it is today.

"Think of all the Web sites built by individuals or small groups," I continued. "There are many examples: Fans build sites devoted to favorite musicians or celebrities; proud parents post family pictures; the sick create support communities for their illnesses and conditions. Most of these sites aren't money-making ventures, but their creators devote substantial time to their upkeep."

"And don't forget blogs," said Anita.

"Blogs are a great example of how individuals affect the Web," I agreed, "because they're so tied to a person or a small group of people. But all a blog does is make it easy to publish on the Web. We still need an answer to why people create sites and blogs."

"So why do they do it?" Claude asked me.

"In my opinion," I began, "there are four general motivators for individuals to build a Web presence. I refer to these as the Four F's: fame, fortune, philanthropy, and fun. They're not exclusive of one another, but one is usually more dominant." And with that, I launched into explanations of each of the Four F's.

Fame

Privacy Info

Read about internet privacy issues at www.privacy.org and www.privacyrights.org.

Fame has always motivated a certain segment of the population. In this context, fame means being well known and respected within a certain group. Stef has achieved a small degree of fame by creating a blog about herself that anyone could read. From what Claude and Anita told me, her blog was a popular read among her college peers. I was sure that Stef was pleased to know she was making an impact with her writings.

Stef's far from unique in her desire to influence others and gain their respect. Within any given community, there are always people who are more knowledgeable or more skilled than others. Many of these take great pleasure in being asked for their opinions and advice. What's different with the Web and the Internet is that these communities can be spread all across the world. Before, celebrity was usually confined to a small geographic area, with only a small group of peopleactors, politicians, musiciansable to achieve celebrity on a larger scale.

Fame can also bring danger, though, as many celebrities have discovered, to their dismay. Anita worries that Stef's blog might make her a target for stalkers. There are measures Stef can take to protect her privacy, but the downside of celebrity is that public exposure can make privacy much harder to achieve.

Fortune

Fortune is the classic motivator. Claude wants to make money and he makes no bones about it. The money is what's motivating him to create a Web presence.

Money is an extremely strong motivator. It was the driving force behind the explosive growth of the Internet in the late 1990s. Even today, the Internet is seen as the likeliest way to gain significant wealth in a short time. If you dream of being rich, the Internet is very seductive.

It's important to realize that there's a difference between making money and becoming wealthy, though. Claude's goals are modest and realistic, as yours should be.

Internet Bubble

An interesting personal take on the Internet Bubble of the late 1990s can be found at www.paulgraham.com/bubble.html.

Philanthropy

Philanthropy is a motivator that shows up in the most unexpected places, from the most unexpected people. Take Anita as an example. As a busy young mother in a household where money is tight, you'd think money would be her prime motivator. But it's notshe wants to do something that helps others. She just can't afford to spend a lot of money doing it, which is why the AdSense program appeals to her.

Give It Away

Search for philan thropic web sites at www.directory.google.com/Top/Society/Philanthropy/.

The Web's always been a place for individuals to rally others around a cause and to promote the greater good. For some, that cause is the Web itself and the possibilities it provides for free speech and individual expression. For others, the Web is merely another tool in the arsenal of public service, a way to reach more people in more places.

Nonprofits and AdSense for Search

AdSense for search is one program that a nonprofit organization might find beneficial. Instead of displaying advertisements on its Web site, which may be inappropriate, an organization can use AdSense for search and create a custom Web search page. Instead of going directly to the main Google search page, members and friends of the organization can search the Web from the custom search page and benefit the organization when they click sponsored links. Again, precautions have to be taken by the organization to discourage wholesale clicking of advertisements, no matter how well intentioned, because Google will still consider it to be click fraud.

Although I focus on individuals in this book, the techniques described here can be used by groups and organizations of all kinds. All it takes is one or two persons willing to put in the effort on behalf of the group. Even a nonprofit organization can benefit from having a Web site.

Fun

Fun is the final, and perhaps ultimate, motivator. It can be just as strong as the other three. There are people who build Web sites and blogs because they just enjoy doing it. It might be a learning experience for them. It might be a way to communicate with others who have like interests. It's a fun way to spend some time and develop some skills, no different than any other hobby.

Understanding Your Motivations

Which of the Four F's motivates you the most? The primary motivation is definitely going to influence what to expect from your site or blog. If you're interested in making money, for example, you'll want to choose a topic whose keywords have high pay-per-click feesbut be prepared to face some stiff competition from other sites chasing those same rewards. If fame is what drives you, realize that it won't happen overnight and that it requires a much higher level of interaction on your partblogs are well suited for this. If philanthropy calls to you, you may find the ad pool for your topic to be very small. If you're doing it primarily for fun, though, any money you make will just add to the enjoyment.

Understanding your motivations lets you set realistic expectations for the amount of money you'll make from your site. If the ads on your site generate only a few cents per click and you have few visitors, you won't be making much money. You might not recoup your Web hosting costs. But you may not care: The fact that you're earning some money and that there's always the potential to earn more may be good enough, especially from a tax viewpoint if you're able to deduct business expenses from your overall income. (As always, contact a qualified tax professional for advice on these matters.)

Web and Taxes

Research issues relating to small business deductions at www.irs.gov, www.hrblock.com, or www.selfemployedweb.com/. Note that potential tax deductions may apply to federal, state, and local taxes.

No matter what your motivations are, though, it really helps to be interested in your site's topic. Ideally, it's a topic that's already familiar to you, but don't worry if it's notbeing interested in the topic and willing to learn about it will get you just as far (though not as quickly). But you want the topic to be interesting because it will make updating the site more appealing. Your work's not over when the site's unveiled. You have to keep updating it, because a fresh, current site attracts more visitors.