Going back to basics

Web 2.0 provides options aplenty for engaging with your audience in new ways, such as web chats, Twitter, Facebook and forums. But publishers should never underestimate the amount of preparation required to make any new venture a success, however low-key or short-term the project.
I have just completed a web chat project, reaching out to a parenting group with robust views and a huge amount of enthusiasm for making their voice heard.
Having sorted the logistics and established a relationship with the relevant forum, I thought the rest of the solution - i.e. the actual content - would, literally, write itself on the day, as the chat took place.
The event went well, but in hindsight there were several areas for improvement. These don't just apply to web chats, but any form of media that is new to your operation. The list below may seem obvious, but when you are dealing with a different platform, its worth spending some time going back to basics first.

1. Research your audience - how do they communicate on different platforms? How does their tone and language change?
2. How will your content change to meet the audience's expectations? Remember, the power of content is the targeted way in which it is delivered.
3. Have a plan and stick to it. Engaging content needs to be delivered on time and in the way people expect.
4. Cross the t's and dot the i's. Make sure you have the resource and infrastructure to cover every eventuality: back-up suppliers, extra content, contingency plans.
5. Engage - using any new communications platform is a two-way street between you and your audience, like a letters page or comments on a blog. Success is measured by how personal the audience feel the communication is.

Going back to basics