We’re working with a client right now to help create an ‘engagement’ metric for their website. The process is simple enough – define what content represents the most value to your organisation and then assign a value system to it.
But what should you do when the organisation you represent isn’t quite sure what digital is meant to be doing for them? Or when there are no clearly defined goals? No shared direction?
Do nothing, or ‘prove me wrong’.
There are two ways you can go when your team is left to their own devices. And both can be a little scary, especially if you have no one actively telling you if you’re on the right track or not.
The first is to do nothing. You can simply coast along, not raise any eyebrows and avoid offending anyone. And achieve nothing.
The second option is to make a decision. Actively pool together all the knowledge you have about the organisation’s position and what it’s trying to achieve, and make a damn good educated guess. If you are wrong then so be it – but until then, challenge anyone to prove you wrong.
Doing something is better than doing nothing.
Being given no direction isn’t a disadvantage – it’s an advantage. Without clearly set guardrails being handed to you, you’re free to figure out for yourself what’s right and what’s wrong for your brand. Sure you’ll make mistakes, but be bold – making mistakes is better than making nothing.
And if you do make a splash and garner some attention, you know you’re on the right track and you can use it as a catalyst to begin the right conversations. Eventually you’ll reach a higher level of understanding of your organisation, and you will have invested a little curiosity into making your brand better.
Use data to quantify your decisions.
Whatever you decide, make sure you’re capturing meaningful data to better inform your decisions next time. Because without learning from your mistakes, you’re truly just making mistakes.