With all the talk these days about social media here in Indianapolis, web development often has become the forgotten focus. I go to conferences or seminars, and all I hear about is social media marketing and the social media community.

I agree that this is an emerging trend. I agree that it is here to stay in one form on another, but while everyone's focus has been distracted by the "shiny new coin," companies have been forgetting about web development and their web based strategy.

I always like to use the example with my clients of the grocery store. Grocery store chains spend millions of dollars researching where to place each and every item. They have a plan when a customer walks in the doors. They know exactly how they want you to walk through their aisles. Do you think it is a coincidence that the milk is always in the back of the store? Of course not. The strategists want you to walk past all the other more profitable merchandise before you can get your milk. This whole process has become a science. Sure they run ads in the paper, on TV, and with their Web marketing, but when they finally get you to their store, they have a plan.

This is the type of thought that should go into your web development and strategy. What do you want your customers to do when they reach your site? What makes you money? What do you want your visitors to make sure to do before they can get their "milk?"

Social Media is fun. It is the big thing right now, but please don't forget what your business is really all about. Use these other tools to drive traffic to your site, but don't forget about what you want them to do when they get there.