What is it?
When do I use it?
Text/copywriting: Online media use data, sound,
text and image, but data and text are keys to sending most messages, especially when
addressing business or professional audiences.
Presentation of text and graphics require careful handling. Large bodies of copy and data are rarely useful in conveying a message. Break down copy and data into units that let readers learn at their own speeds. Hyperlinking calls for nonlinear copywriting that takes time to learn.
Graphics recommendations: Lots of graphics are not a substitute for the right graphics in the right places. Graphics support messages. Animated images, blinking logos, funky designs have a place, but the place should achieve your business and communications objectives. Use of multimedia is an attribute of gaming and entertainment where high involvement is important.
Recognition programs: Once you have built an online presence, you still need to get target audiences to come. They need to know where your site is, why they should use it and what advantages they get from it. Traditional public relations techniques are often key to gaining proper site recognition.
Within a Web site, recognition of another kind is useful. This is where you feature clients, employees and others to help build relationships with key constituents. Recognition programs require constant content development.
Response programs: Interactivity is a major advantage of online communications. You talk to customers, prospects, friends and foes directly -- and they talk to you. Response programs call for continuous content development in discussion groups, question-and-answer forums, bulletin boards, etc. If you are committed to talking to constituents, then you must do continuous content development.
Content development is a never-ending job online. Online users are hungry for information, so your online presence requires constant care and feeding.
Information is of two kinds: Evergreen and ephemeral, and online users need both. An example of evergreen information is a statement of your organization's business objectives. It will not change often, but the activities to achieve these objectives change constantly and may be ephemeral.
Your online readers need evergreen AND ephemeral information about your current activities so they can do their jobs or form perceptions correctly about your organization.
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