Engaging digital audiences

Abstract

The rise of the social web has been transformative for organisations seeking to engage digital audiences. The number of channels for consuming digital content has exploded and the term ‘produser’ has been coined to describe the new wave of digital consumers who are also contributors and editors of content. This, combined with the fact that audiences can now use social media to interact more directly, publicly and instantly with organisations than ever before, has meant a drastic rethink of traditional communications and engagement techniques. It is easy just to jump in at the deep end with digital. Digital communications channels certainly have fewer barriers to entry than many others in terms of time, cost and set-up. This can be a valid way to get the ball rolling, but long-term success with engaging digital audiences requires planning, knowledge of how engagement works, a thorough understanding of the intended audience and how they behave, the right set of skills to produce and deliver content journeys and a willingness to monitor and respond to interactions on an ongoing basis. It is not easy but the opportunities for those willing to put in the time have never been greater.