Get known online or fail, firms told

ENSURING YOUR company is engaged with the latest developments in digital and social media may ensure it survives the downturn, a conference in Dublin heard during the week.

Representatives from the public and private sectors attended the conference, organised by media contact.ie, which aimed to show how businesses can use online techniques such as videos, blogs, podcasts and social networking sites to attract and retain customers.

“The internet is such a major force in everyday life that companies have to embrace it. It’s quite Darwinian – the companies that are the quickest to change will survive,” said Will McInnes, managing director of a UK-based social networking advisory company which advises organisations, including the British cabinet office, department of health and Coca-Cola on how to improve their digital and social media presence.

“Increasingly companies are finding that if there is a product problem, the crisis erupts first online. How quickly you respond to this, how you handle an online crisis, can be crucial. It can literally make a difference to your share price.”

Delegates at the “Content is King” conference heard from a range of digital media practitioners on how to produce an effective website, the practicalities of creating a podcast and the key to making an innovative viral video.

Mediacontact’s Jack Murray says one important advantage of new media marketing is the low cost. “If you have a small level of skill and a good digital camera and audio recording equipment, you can do most of the work yourself. All the media channels, like YouTube, are free.”

For those who want a more professional product, he estimates that €1,000 can go a long way.

McInnes says the main challenge is changing people’s perceptions about new forms of digital and social media.

“It requires a culture change. There’s a huge amount of fear around the area. It’s the most established organisations that are finding it hardest to change and evolve.”

His advice to companies considering improving their online presence is to start immediately.

“A lot of people are putting off doing social media until they work out what to do and how it works. The problem is you don’t learn what works for you until you start experimenting.”