What's your channel balance?

Here's something to ponder:

It's easier than ever to distribute content about your business using social networks and third-party sites. Smart use of these channels extends the reach of your business beyond what most destination sites could hope to achieve.

In that context, what's the value of your Web site? And what's the right allocation of resources to that site, third-party sites, search-driven media (think Google maps, among many others), online communities, and other channels?

Is the balance shifting, and if so, in what direction?