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Understanding The Rules of Online Media

Here’s the long and short of it: there are no rules with online media. Sure, take a moment to digest that because it goes against just about everything we’re typically conditioned to think.  We’re used to “best practices” and guidelines.  Think about it in terms of traditional media where there are a wide variety of rules & guidelines.  For instance, typically newspaper articles are a few hundred words in length; for television outlets the news department always tries to find a local angle on a story; while in the land of radio stories are usually told these days by a reporter, often syndicated, that at best feature a quick sound bite.  And accordingly, with each of these different arenas there are certain rules of the game if you will for for gaining traction for your particular story; however in the online space we have a blank platform through which to tell our stories. This platform extends beyond the simple press release or website, but today expands into the mobile space and allows any organization to create rich media that is on-message and helps to tell its story.  This is vastly powerful space – organizations can now share video of their events, conversations with executives, and insights from their latest research with global audiences with ease.  A pretty powerful development that has come of age in the last few years, but as organization’s go to implement these types of tools they are often faced with questions in regard to the “right” way to do things…which is where we enter new & uncharted territory. That said, the online space brings with...