Is there anybody out there?


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Creating a digital strategy is vital. But actually, how do we know people want us to have one? This blog by Sarah Lay of Derbyshire County Council asks some fundamental questions we all need to ask ourselves at some stage or other. Should vwe use the web more? But how?

What it comes back to time and again for me is the need to ask questions. The need to ask a lot more questions than seem to be asked at the moment. The need for critical thinking as much as common sense. The utterly essential need to know your users (residents / citizens / audience / whatever you want to call them).

See if your organisation is already asking them whether they are online, how often and from what device. See what your website analytics tell you and marry this to your population stats or other data.

Most of all, for what you can’t piece together think about the direct route and ask them. And don’t just ask them the basics of are you, when are you, how are you, where are you? Be brave, ask them – do you want us to be online with you, what do you want us for, where do you want us?

Know your audience, your users and know, really start to know, whether your effort is in the right place in the right way. Accept that a number, no matter how big, how enticing, how ‘right’ it feels will never tell you the whole story.

Above all, assume nothing, question everything.

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