We are continually refining what we do, experimentation is key

world-economic-forumBy Mike Hanley, @mikeh101, Head of Digital Communications @WEF

The Forum has some natural advantages when it comes to digital communications. We cover a huge range of diverse topics, from the environment and climate through to economic competitiveness, from the global gender gap through to digital transformation and the fourth industrial revolution. We can draw from a huge range of global expertise and personalities, and have access to the thoughts of leaders who make the world go round.

To make the most of these benefits means discipline and focus. Our editorial messaging has to be consistent and work for all our stakeholders. So, the more we publish, the more effectively we can reflect our community’s voice, and the more diverse our audience becomes. After much trial and error, we have learned, encouragingly, that our audience greatly prefers messages that are optimistic and forward-looking. Creative packaging – headlines, social copy, and shareable images – are absolutely key.

A focus on metrics means that we are continually refining what we do, doing more of what works and less of what doesn’t, and tailoring what we do for individual platforms. Experimentation is key, and being consistent in applying measures of success. We’re finding that listening to our audience and managing the community is taking up more and more of our time, and also has great potential.

The best thing about digital is that it’s always changing, what works one day doesn’t work the next. Keeping the plates all spinning is a constant, exciting challenge.