Three Minds On Digital Marketing @ Organic

Last week, we looked at the very progressive community strategy involved in the redesign of USA Today.  Now that it has been live for a while the feedback from their readers is rolling in, and it is not all good.

It seems that every week we are having conversations about how brands can harness the power of their communities. We are also having conversations about being prepared to receive criticism when you open up your brand to the public.

The strategy is sound and well implemented, but as Charlene Li at Forrester says, they can't afford to ignore the swell of negative feedback on the redesign from their readers.  The real test is what they do next. They are in a perfect position to respond to the very direct feedback from their most active members. A lack of response could damage the integrity of the whole strategy.

Their readers are loyal and have been trying to live with the new design but seem to be giving up fast. When you dissect their comments they are giving very direct feedback. They miss elements from the old design and identify problems with the new design. USA Today has opened a channel for their brand, but need to take advantage of the fact it is two-way.  I know they value their readership so they should respond to the comments in the forum, and defend their design decisions.

Once I got past my own issues with the layout, the new features have a lot of gravity. I find myself now scanning for the most recommended and commented articles.  It is safe to say my time on the site is extended by these features, but I haven't taken the leap to create my own profile. I  think overall it is a very brave strategy in a changing industry. I just hope that now they have given their readers a way to respond, they actually listen. Their site experience is as important to their brand as their content.

Conor Brady