Jan 29 2016

Why Your Content ‘Expert’ Pool Must Be Inclusive To Be Accurate

I’m sharing this infographic on creating content that features a slew of professionals. So much of their feedback is useful, but as I was going down the list I noticed the experts are a rather homogeneous group. It seems like an oversight to not have enough professionals from the largest populations of content users because it could have an impact in audience reach and the success of a campaign.

Not to mention that the largest user base of social networking sites like Twitter are Black (and also Latino), producing content that directly influences and is often used by media outlets (not always with permission) and the general public. Between the Nielsen Study including social media engagement activity into their tv show ratings and teen content creators getting buzz for their catch phrases, these are legitimate sources – perhaps underutilized.

This company may simply have a relationship with the individuals featured. Yet alliances can lend credence to the erasure of others who are equally or more knowledgable – and may not be arbitrary. When you fail to recognize talent and skill, it becomes a vicious cycle of exclusion. Not ‘knowing’ more professionals becomes self-perpetuating and can become a false perspective that they aren’t any. When in fact key opportunities are lost and those erroneous assumptions become set in stone.

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Apr 29 2015

So You Want A New Website?

via seal web marketing

When companies embark on a website design project, there are particular considerations to keep in mind to keep costs in check and to get the desired results. It can be useful to have a go-between to determine what a company needs and how to accurately translate that to a designer or agency.

I observed the aftermath of poor communication between an NGO and the design firm they hired to move their site from php to Drupal. It was initially a $40k project (which I already found cost prohibitive) and had ballooned to nearly $100k. The NGO was furious. The design firm was frustrated because the asks kept shifting and was supposed to include training non-technical staffers.

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Apr 20 2015

A Quote To Remember