ABSTRACT
There are the minimalists, the folksy pages of solo practitioners and the cheeky sites young two-person offices publish, and the firms that want to display their expertise by sharing their research online. Far too many projects are presented online as if the architect was being interviewed by Dragnet detectives. Stories can be told about projects without betraying client confidences. While architecture firms' blogs may ultimately serve a promotional purpose, the content of the better blogs is not the firm itself. Archidose, distinguishes itself by being geo-centric to New York City while the blog-newsletter for the Architectural Association in London concentrates on what its students and faculty have been doing lately. Emails can be a real minefield for young architects unfamiliar with business communications. Social media for an architecture firm is an inexcusable waste of time unless it serves a marketing purpose of some sort. But social media is also dangerous.
