Back to the Swarm

I'd like to pick up on Duff's reference to swarm theory and run with this idea a little bit. While Duff drew attention to its implications for the analysis of collective visitor commentary, I believe it is also an interesting conceptual rubric or organizing principle for website content managers.

First, permit me a little digression on the history of creativity in general. It seems to me that many of humanity's finest achievements in the areas of art are communicative of only one man's vision. For instance, the Sistine Chapel ceiling wasn't the product of an extensive Renaissance painting cooperative; it was the unique and irreducibly brilliant work of Michaelangelo's mind. Likewise, the great novels of modern history have rarely if ever been collaborative efforts. In all things, these works put forth only a singular vision.

Given that we're all operating with this cultural baggage, I think it's easy to understand then why company websites will often only communicate the vision of a select cadre of (usually senior marketing) employees. Other members of online content teams will likely be tasked only with ensuring that what is presented to customer onsite deviates as little as possible from this dominant design theme.

Now back to swarm theory, and its application to website design. While mimicking the behavior of insects and simple organisms can seem jarring at first, it might prove an interesting organizational alternative. Proponents of applied swarm theory advocate the use of decentralized and relatively autonomous agents, who respond to local information that they are uniquely positioned to understand, and who act on simple rules to solve problems. Thus, no one theme is predominant and no one is forced to adhere to any "big picture" website design schema. Instead, you would have tens, hundreds, or even thousands of employees, each creating their own "little pictures," taking cues from their peers and solving quandaries that they probably understand much better than their managers and directors.

So, how tightly managed is your online content team? If they perceive a site weakness, are they allowed to innovate and develop a solution on the fly? Or, do they have to submit their recommendations for change through a ponderous chain of command and see any hope of implementation consigned to a long waiting list?

Look, I'll be the first to admit that a site needs to work first and foremost as a platform for brand messaging. Still, don't be afraid to turn your employees loose. Don't be surprised if you find that their diverse solutions to localized problems often prove better than a deliberate adherence to a central plan.