Echo Launches E2 at Social Media Week in San Francisco

If your website is static without interactivity, you’re going to be left behind, according to San Francisco’s Echo, which launched its product E2 with an event Tuesday morning at the SF Museum of Modern Art as part of Social Media Week.

Everything’s got to be live, up-to-the-minute, and provide users with engagement.

“The new unit of currency on the web is the activity stream,” said Echo CEO Khris Loux.

Echo gathered some of its best customers, such as Universal Music Group/Interscope and Newsweek, to demo the product for 350 VIPs.

It envisions a future where seemingly straightforward sites – like Reuters, a breaking news service – look more like a Twitter stream or a Facebook news feed, filled with comments, photos, check-ins, and users connecting online.