One of the things I’ve enjoyed doing recently is some work with Digital Consultant Stephen Haggard for a third sector organization. They agreed to us discussing the work so long as they’re not identified. I’ll call them Client X.

The problem that Client X has is that it’s a (very) traditional organization feeling a need maintain its relevance and appeal. In other words, they wanted a robust digital strategy without abandoning their core values. Client X was also concerned that innovations such as social media, whilst potentially helpful, could cause problems within the organization and for their public image. In short, they wanted some tailored advice about where to start and how to evolve what they’re currently doing.

Stephen met with Client X to get details of their current provision as well as the constraints we were to work within. He had more knowledge of Client X’s particular sector, whilst I focused more on relating horizon-scanning to current strategy. What follows are some quotations from the report that may be of interest.

Not all technologies are created equal

With some technologies, it is advisable to get in ‘on the ground floor’ as practices around them take time to develop and perfect. Examples of these include Twitter, Facebook and Google+. On the other hand, there are technologies such as QR codes that can be adopted almost immediately. With the latter, a watching brief is recommended; opportunities for implementation may present themselves unexpectedly.

The myth of keeping up

There is a myth of ‘keeping up’ around social media and communications technologies. In practice, the plethora and connectedness of various channels makes effective use difficult if dictated centrally. For example, global organizations such as Sony track the use of various technologies and communications channels by sub-organizations. They have learned, however, that central co-ordination is extremely difficult, if not impossible, given the spontaneous and often conversational nature of new and emerging platforms.

Viral marketing can work for third sector orgs

A new form of marketing, so-called ‘viral marketing’, has become an extremely effective form of communications. Some kind of ‘social object’, a conversation-starter, is posted on a social media site where it can be shared and re-shared by people who find it interesting, amusing or agree with the values it espouses. This may include a video uploaded to YouTube, a picture on Pinterest, or even a quotation on Twitter. One-click re-sharing buttons are available on most ‘social’ sites meaning that within 24 hours a social object can have been seen, witnessed or experienced by literally millions of people.

I’m looking forward to working with Stephen in future. If you’d like a no-obligation conversation about how I can help you or your organization with these kinds of things please do get in touch!

Image CC BY IvanWalsh.com