Building Digital Footprint In A Technologically Advanced World
Re-Imagine: Retooling the Cultural and Creative Sector after Covid-19
It takes a lot of hard work to build and maintain a worthy digital footprint, no doubt about it. But like air, these days, you can't thrive without it.
Digital has changed everything. Now, everyone can be in 'direct contact' with everyone else. The proverbial "middle man" had been replaced with the ubiquitous digital platform. At first, we thought digital made it easier to connect with our audience, and it does. IF, you are willing to do the work.
Stay Relevant
Ask most creatives, and they may say they want a digital footprint to "stay relevant". That is kinda vague. Vague is a euphemism for "can't be measured" or "useless". Creatives need a digital footprint to grow … grow ticket sales, audiences, endorsements and brand.
The most critical component is your brand. I am assuming that you already have that. If not, that's a whole other discussion. So, for the purpose of today's exercise, let's assume you have a well defined, representative, unique brand ready to roll. How do you leverage it on digital?
Build Your Brand
On digital, and perhaps in life, it is crucial to:
Be Authentic
Yes, you've heard that before, because it's essential. Learn from others, absorb best practices, gather inspiration, then apply your own, unique flair. (Yes, I know that own and unique are redundant - it's called emphasis; remember, I said it was essential.)
Be Accessible
Here's the irony, on platforms filled with filters, digital removes the, well, filters. These days, fans get to know you without the managers and handlers and media and middlemen creating a story … your story is accessible to them 'directly'.
Let the fans get to know you. You don't have to reveal every secret, but digital does allow you to connect and engage with fans easily. Make that access your superpower.
Be Active
Notwithstanding a global pandemic that has pushed much of the world into lockdowns, the world is LOUD right now. Especially on digital. Actively be creative to cut through the noise, capture and retain your fanbase and their interest.
Be Accepting
You may have spent time mastering Facebook, but Instagram set the trend. Wait, did I say IG? I meant TikTok.
I will tell you a secret, I was really good at MySpace. What, never heard of it? Well, thanks for making my point.
Accept that new platforms and trends emerge every day. You'll have to learn to migrate your authentic self to where your fans are, and not the other way around.
📝 Take note of this: you gotta be on YouTube in addition to which ever platform is hot at the time you are reading this. Unlike most of the other platforms, YouTube makes it easy for you to receive portion of the ad revenue your content generates.
Use Your Tools
Fortunately for you, you have got access to tools to stamp your footprint.
Tangible
The single most important tool you need is a smartphone. Got the cash for the latest iPhone or Galaxy? Great. Limping along with a model from two years ago? That will work too.
Capture, edit, process and post photos, video, audio or live content to multiple digital platforms simultaneously. Talk about multitasking! Use your smartphone to monitor, manage and measure digital media. Break out your phone to communicate with fans, collaborators and team members. Truly, one small device can do it all, just about.
Spend some money, if you can, on the best smartphone you can afford. Build. When the dollars start rolling in, you can invest in other equipment. But, DO NOT WAIT. Get started with whatever smartphone you have RIGHT NOW.
Intangible
Of course, you need a brand, rooted in your brand bedrock. You need a content capture plan and destination target. You need a strategy to grow. This is where the intangibles come into play.
Content curation is equally as important as content creation. This provides the foundation for success. Your footprint then grows via engagement and solidifies with advertising.
Yes, advertising. As I mentioned, the world is loud. Even your creative content will need a boost (every pun intended) to cut through the clutter and be seen. Once viewed, it's your creativity that will make your content shine.
What? No money for advertising? Blew it all on the phone eh? Understandable. Partner with a mutually complementary brand to make co-branded content to score that boost without being stuck with the bill.
Free/Freemium
Speaking of having no money, explore free or freemium services available to automate or enhance your workflow. By now, you probably know about Canva. But there are som many more resources out there.
Start with YouTube as really the best search engine. Then explore services like Unspalsh, Hootsuite, Airtable and too many others to list here.
Invaluable
Even individual sports are a team effort. You will need a team. Your beanie budget may not be able to snag an agency and, that's ok. Your manager, loving family member or number one fan may be able to offer invaluable support until you can bridge that gap.
But make no mistake, digital media ultimately requires professionals to get tangible results. As soon as practical, invest in yourself and get a team to make the most of your digital footprint.
