Tag Archives: New media

Do you Digg it?

Oh yeah I’m grooving up in here! “I can digg it, he can digg it. She can digg it. We can digg it. They can digg it. You can digg it. Oh let’s digg it. Can you digg it, baby?”

Having a rich journalism background, love for my iPad, digg.com is how I read the news stories around the world that people find interesting. I don’t have time to check an endless list of websites, nor do I allow Facebook to send me an update when a company I “like” posts an update. However, I like to be well-informed.  I also know that many of my colleagues use this popular website. In fact, the site has a new beta section of their “newsrooms” tab. I think it’s because they know this is how many journalists and e-news junkies keep up with what’s going on. So with all of these journalistic eyes on digg.com, why are so few companies digging their own content? It is a great way to grab the interest of the journalists your PR department is trying to reach.  I often checked Digg as a Senior Editor at the newspaper, it let me quickly look for visual opportunities in our area. So, before you fax, email, tweet the press release  and  call every editor in the newsroom, can you Digg it?

It’s all about ART!

I don’t mean the art you’re thinking of but that can be a nice metaphor. A museum clearly thinks about how to present a new collection to its patrons. Recently a client asked me to review the beta version of their mobile app. When I looked at the proposed format, I quickly realized this app was being made in response to their competitors and not for their patrons. The app mimicked the features of the competition and it was not suited for the majority of the client’s unique audience.

It is so important to understand how your audience uses technology before designing convenience apps. This business seemed to forget that their audience is mainly attracted to their niche. There were no niche functions in the application. Gone were the detailed explanations of their services, gone were the connections to a personalized guide.

I gave an honest review. Don’t worry, I was pleasant. First, I shared how great it looked! You need to do this. It’s sort of like telling your friend that her hair looks great before breaking the news about the dress! Start positive then get to the root of it. I suggested they follow the ART process. ART is an acronym I coined, probably because of my background, to remind me of the order in which new media should be conceived. I say should but we all know this rarely happens the first time! Often a new media plan happens after the initial efforts fall flat.

Audience

  • Whom are we trying to reach?
  • What do they find unique about us?
  • What problem, which matters to them, do we want to solve?

ROI (return on investment)

  • What will we gain from taking on this expense?
  • Will it cost us more than we gain?

Technology

  • How does our audience use technology?
  • What medium makes sense, to them?
  • If they don’t use it, can we re-purpose the technology?

Know your audience, assess the ROI of creating new media for this segment, then and only then choose the technology that will best suite your audience. The point is, if your business is a work of art and serves a niche population; your app should enhance that niche.