With the proliferation of so many shiny digital tools over the past few years, who hasn’t been quick to add the latest and greatest tool only to find out that it hasn’t solved the problem it was intended to eliminate? Instead, we’re left with another partial solution and different kinds of problems.
Over time, these tools have accumulated and become an administrative burden that stretches the team too thin and created less-than-desired results. Instead of leveraging the powerful collaboration tools of today’s internet (blogs, social networks, wikis, etc.), most organizations are working with static websites, mass email marketing blasts, and other one-way communication vehicles. [I've seen a few organizations who're working with upwards of 8-10 different email newsletters to the same audience!]
Unfortunately, a good portion of these organizations have been lulled into thinking their menagerie of digital tools is on the leading edge, instead of the patchwork solutions they really are.
To borrow a metaphor from a client from my days of fundraising, these organizations are like the person who builds a house and then later decides to put an addition onto it. Then adds another one later on. And another. And another. Until this person is left with a monstrosity of house that has plenty of bells and whistles, but has been put together in an ad hoc way that creates more inefficiencies than it does benefits.
Let’s admit it. It’s time to step back to consider what you can do to transform your digital presence so that you’re staying ahead of the curve, not trying to catch up. It’s time for a digital strategy.
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