A website is not, however, a digital strategy

Via the folks at the ADVICE Project, this article had me at the word 'digital creep'. Here's just a few bits that piqued my interest...

It’s not just about the website – arts organisations should wake up to the wider possibilities of the digital world, says Susi O’Neill.

"I am shaping a holistic map of how it could use digital tools across the organisation: in internal communications, project management, collaboration with trainees and social marketing to improve communication with participants and stakeholders.

We identified existing activities and looked at how to integrate these into a new website that can be accessible to anyone, anywhere, on any device: photos from workshops will be shared on Flickr, a YouTube channel will display documentaries that currently sit on the shelf and mailshots will become blog posts. Website news will be moved onto Twitter, augmenting Threshold’s reach through automated, integrated tools. The new website will position it as a creative curator, exhibiting media in carefully crafted collections. Content hosted on social networking sites will be reintegrated into the main website which acts as a ‘hub’ for activity happening wherever its audiences are. A website is not, however, a digital strategy, and we are considering how to create a community of interest around Threshold’s diverse participants to provide ongoing support.

There’s a fear of the unknown in this realm. We need to form new relationships and create a genuine, meaningful depth of engagement in the online world for both audiences, artists and stakeholders. This is about a culture shift which is both challenging and exciting for the future of Threshold.”