On May 4, the Integrated Media Association and NCME hosted What Mobile Strategy is Right for Your Organization?, a webinar that featured mobile strategies from different public media organizations. Representatives from WITF, KERA and This American Life shared their experiences developing apps and mobile sites. They presented the pros and cons of different approaches and explored the things any organization should consider before connecting with audiences in the mobile sphere.
- Discern between “mobile optimized sites” and “mobile apps.” As smartphone penetration increases, making your web content accessible on mobile devices is important. However, having a good mobile site doesn’t mean your organization couldn’t benefit from offering a mobile app.
- Don’t go it alone and don’t reinvent the wheel. Many firms specialize in app creation and have scalable options to meet small budgets. Check out firms like Listener Interactive, which specializes in building apps for media organizations. (Note: Listener Interactive developed KERA’s KXT 91.7 app).
- Keep it focused and avoid “feature bloat.” Our panelists agreed that if you’re going to launch an app, keep it topic-specific; choose one popular program, project or event series that will attract interest. (A great example is KCPT’s “Best Road Trip Ever!” app).
- Assemble a cross-functional team. Making an app work for your organization will require buy-in and coordination among content, online, operations and marketing/communication departments. Avoid silos and think of ways workflows can be streamlined. For example, can you centralize your web, media and mobile CMS systems?
- Mobile = new audiences. Young adults, African Americans and Hispanics are more likely to go online via mobile devices than other groups. Make sure your mobile content resonates with the group(s) most likely to interact with it.
Missed the webinar? Access the archive and related resources here.
Need some app recommendations? PRX staff developed this delightfully eclectic list of top-notch downloads.