In the Web 2.0 world, Corporations could take a lesson from Media

posted by Brendan Hodgson

(Re-print of original) 

Scanning a recent article in Editor and Publisher, I was caught up by how increasingly relevant recent re-designs at major media websites were becoming to many of our non-media clients (say that five times fast).

At the same time, the thinking born from these re-designs will only apply to those organizations with both the willingness and capacity – or at least the willingness to create that capacity – to not only leverage existing content (of which there tends to be more than we often think), but also to seek out innovative ways to create new content, and ultimately re-define the role of their digital footprint to more effectively engage target audiences.

Quite simply, as new possibilities emerge for corporations to re-think what they want to communicate and how – be it through video, blogs, podcasts (all channels they themselves “control”) – the static nature of the corporate website is poised to be turned on its head. Instead of simply providing a snapshot of the organization at a given period in time, these sites will also capture a more realistic “pulse” of what lies behind the brochureware – the people, the interactions with audiences, and the thinking behind what they do and the choices they’ve made.

So as traditional media seek to keep up with the changing expectations of its audiences, so too it seems should corporations be exploring similar best practices… Some key excerpts:

On social media:

 (USA Today) “Among other things, it was becoming clear that the web was moving to a more open, more distributed architecture — blogs and RSS being the initial drivers,” he says, “and that our continued relevance and continued growth would depend on how we responded to those changes.”

On video and content aggregation:

“It’s a medium — as we saw with the Hillary 1984 video — in which anyone can author, publish, distribute and in some cases even amass audience around their content,” Wilson says. “And while original reporting remains at the core of a successful news operation, it is just as important to aggregate content from other sources, engage directly with readers, and steer readers to the most useful sources on the web.” 

On innovation, storytelling and engagement:

“We must continue to innovate. It’s essential that we experiment with these tools and move closer to a place where we are not only experts at reporting and telling the story; but experts at identifying other useful resources on the web and engaging in a direct dialog with readers.”

1 Comment


Brendan Hodgson

No need to adjust your RSS… The silence emanating from Collective Conversations in recent days was

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