Digital Strategy

Ideas and opinions on digital strategies and steps to be taken…

A Dystopian Social Media Functionality

Don’t know about you, but I always felt rather unease when seeing graphic posts for good causes on social media. Quite confusing and not really sure how to proceed, I must admit.

National Geographic, for example, is trying to raise awareness on a number of issues on social media (particularly on Instagram). Right now, they are running a campaign showcasing the decision of the PRC government to lift the ban on importing animal parts used in traditional Chinese medicine.

Yesterday, they published a rather graphic picture of a tiger trapped under burning firewood. Today, they opted for showing the carcasses after the fire has done its job. On both occasions, the number of likes showed me – well above the 250 000.
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Sous-Vide Social Media Strategy

Sous-vide social media strategy is what I call the tactical grey area approach to sharing external communications using employees’ private profile instead of the official company channels. Sometimes, it is officially sanctioned, but in most cases it is the business executives turning a blind eye.

After so many years of its existence, social media is still a terra incognita for many, conceptually speaking that is. Especially to businesses which fall under heavy regulatory monitoring – financial, pharma, healthcare etc. No matter the digital marketing courses attended, the MBA and other business school classes, marketing and sales executives are struggling to figure out a way to promote their products and services on social media. So, they take the easy way out and leverage the relatively (and sometimes huge) numbers of colleagues they have int he organisation.
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Followers-Shmollowers

At the rise of social media, the number of followers one has been a big thing. For many it still is. To the extent that influence is a bliss, that is. Or the proverbial “size matters for some and for others not much.”

I used to be very active on Twitter, Facebook, Instagram and LinkedIn, to the point that I had more than 250 interactions a day. I guess I could be have been called an influencer or a guru, because I had more than 5 500 followers on Twitter and over 22 000 on Instagram. Mainly, cause I was running growth hacking experiments.
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Ethics – Travelling With The User – Part X

Nowadays, more and more voices are raised in defence of ethics. And not only in the real world but also in the digital one. Your work speaks for you. It is as simple as that.

In his closing plenary at the IA Summit in Vancouver this year, Dan Klyn spoke about The Truth.

“The point of information architecture is making the complex clear. But not because clarity. Because the truth. The point of clarifying complexity is for there to be more and better the truth.”

We found ourselves in dire straits where it seems that the truth does not matter anymore and alternative facts can and are applied virtually for everything. It is not only about politics or the USA. Fake news has long ago made their way through Europe before they flew over across the pond. Those of us born on this side of the Berlin wall need no elaboration.
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Have Some Empathy – Travelling With The User – Part IX

Empathy is a key element of creating the digital space. Knowing why you are designing or developing a content vessel is paramount.

In the past couple of years, “empathy” has become a sort of a buzzword, just like user experience. In every meeting, there will be at least one person who will mention it. But this is not the reason for you to have empathy.

Being able to put yourself in the user’s shoes will make you a better designer/developer. Knowing the user’s emotional drive or what makes her use your app, platform, or web property will open your creativity.
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