We decided about 18 months ago to create a new kind of website here at Hammock.com. As individuals, we were using lots of new online media approaches and technology -- and were incorporating them into work we were doing for clients. Our site, while attractive, was not a reflection of where we are -- as a company or as individuals. So we headed into a new direction.

[After the jump, read more about how Hammock.com is evolving.]

For example, the story, "The 21 Steps" by Charles Cumming uses a Google Maps mashup to present a round-the-world story. And the story, "Slice" by Toby Litt uses two different blogging platforms (LiveJournal and Wordpress) and Twitter.

Yes, we're impressed. Perhaps not with the stories themselves, but with the experimentation taking place. And by a book publisher, no less.

(via: Springwise.com.)

Last week I caught up with our own Summer Huggins to ask her a few questions about how she uses Flickr in anticipation of the release of a podcast she’d be featured on about the subject.

But as I prepared my interview questions, I didn’t know what to ask. What's not to understand about Flickr? You post your pictures, send the link to mom and dad, and cross your fingers that their e-mail client allows them to click on the link.

"IM?!" she exclaimed. "I'm at work; my boss would kill me if I logged into my instant messenger here!"

How 1998.

Are we at Hammock in the minority because we use IM in our daily tasks? Are other companies missing out on a great communications tool if they're not? I think so, on both accounts.

Using IM in the workplace has several advantages, one of which is knowing that my colleagues are only a click away. It's fast, simple, real-time and free. Instead of getting distracted for 10 minutes in the breakroom talking about headlines, we can brainstorm together for 30 seconds over IM and achieve the same results.

There's no mistaking it: We're big fans of Flickr around here. We're such fans that we've used Flickr a lot on Hammock.com to help power the site. And we're constantly looking for new ways to use our account on Flickr to help us present and display our work -- and share our company's story.

So it's no surprise we're extremely impressed that the Library of Congress announced today (fittingly, on their blog) that they're doing their own experimentation with Flickr on their page.

According to Librarian/Blogger Matt Raymond, "if all goes according to plan, the project will help address at least two major challenges: how to ensure better and better access to our collections, and how to ensure that we have the best possible information about those collections for the benefit of researchers and posterity."

One of the interesting things about the project is that the photos posted have no copyright restrictions and, most importantly, the Library is allowing "people to tag, comment and make notes on the images, just like any other Flickr photo, which will benefit not only the community but also the collections themselves."

So what does this mean for marketers who want to utilize new forms of online media?

We believe this is a great model for any library or archives -- even those within corporations or associations -- who have lots of old images gathering dust in files. Scan and post them on Flickr and let your community help you discover what treasures can be found on them.

As since this is the BIG DAY of the year for Macophiles -- the day Steve Jobs presents his "Stevenote" presentation at the Macworld Expo, we thought we'd ask Patrick and Rex about any announcements that will have an impact on custom media -- and, say, on what we get to use around the office.

See the chat after the fold: