In other words, businesses should focus on their core product in order to send a message of authority and authenticity that reaches their niche markets. This method will better persuade consumers to make a purchase. For example, Amazon has hundreds of thousands of products but has expert employees over specific topics. When small businesses apply this model, their sales will likely increase.

Another area that businesses often struggle with is the shopping cart. As Boisvert explains, businesses need to have their contact information and, if possible, a live chat located beside their shopping cart. He said this gives reassurance to customers and reduces their fears.

Although businesses also worry about the number of steps in the shopping cart process, Boisvert believes this argument is overblown. He goes on to say that the number of steps should depend on the value of the product. For instance, a low-valued product could have a single-page process, while a higher-valued product would be better matched with a more detailed process.

In addition, Boisvert discussed the latest news with Yahoo’s small business division. The company recently announced a partnership with Unbound Commerce, which will allow all orders to be maintained in one place. Also, the company launched a customer registration system that leverages OpenID.

According to him, openness is a term that is overused and often used incorrectly. In terms of technology, he believes it means that anyone can have access to it. Another element involved with openness is governance. In other words, who has the authority to give permission to modify the technology?

Openness is also used when pertaining to online profiles and how much information a person is willing to reveal about himself. In addition, some people define openness as personal information made public by default.

Messina believes a balance is needed between openness and privacy. He calls the wide misuse of openness “openwashing.” For example, when people call themselves open but don’t have a governance model, a participation model, and don’t allow complete access to their technology, they aren’t really being open.

To make certain that those claiming to be open actually are being open, Messina suggests asking the following questions:

-    Do I need permission to use the technology?
-    Do I need permission to change the technology?
-    Do I have to pay to use the technology and build new innovations on top of it?
-    Are there other restrictions with the technology?

Finding the balance between openness and privacy is the ongoing challenge. But as people start to truly understand what openness is, maybe it will be a good starting point in the right direction.

In this interview, Messina also shares the concept of the “social agent” and how it simplifies many problems. In addition, he shares his thoughts on Facebook‘s open graph and concerns with user privacy, the recent combining of OpenID and OAuth with OpenID Connect, and Net Neutrality in regards to the latest ruling in favor of Comcast.

Social media expert Chris Brogan raises some specific issues with Facebook Connect. With this service, users hand all their data, which includes data from anyone ever allowed into the site, over to Facebook.

How is this information (or lack thereof) beneficial to the users who are marketers and advertisers? Or, do marketers and advertisers really need that data anyway? Are there better ways to get people to convert? Is there a middle ground solution?