A lot of digital issues comms may appear good at first glance, but does not tick enough Cs to succeed, the three being: content, community and campaign.
Here’s a hypothesis representing pretty much any organisation that conducts online communication:
- Organisation X has a clear story to tell and knows it needs to do so through a variety of content delivery channels (content).
- It has to speak to a spectrum of people in a variety of contexts in a number channels in order to rebut falsehoods, try to convince the unconvinced, ensure that supporters are informed and motivated, and generally have a clear voice (community).
- It knows there is lots of competition in the overcrowded communications space, so it needs to have a clear and compelling goal and identity, single core message which people remember, and it needs be splashed everywhere through a variety of channels, and often include advertising (campaign).
To their detriment, organisations will often do one or two of the three. They’ll produce really good content, but they won’t engage with naysayers or supporters in social channels, allowing the other side to dominate the space. Or they’ll engage in social channels but not have convincing content to drive people to. Or they’ll produce content and engage but their programme is not treated as a campaign, meaning it is not as visible as the other side and doesn’t get the pulse racing. Or it’s treated as a campaign and lots of people take note, and then once they dig deeper, they see there’s no convincing story because the content’s poor and there’s a backlash. And so forth.
There’ll be instances where organisations won’t need to focus that much on one of the three Cs. On a niche issue, conversations in social may not be that rife, for instance (this is often the case in digital PA). However, in most cases, organisations are strongly encouraged to tick off all three, or the one or two they do invest in won’t have enough traction to make the programme a success.