strategy (Other Keyword)

DOCUMENT Citation Only Jeffery K Guin.

Archaeologists have been early adopters of digital technologies relative to other heritage-related professions. But how often are their online communications initiatives informed by audience-based strategic intention? The pervasiveness of online tools makes engagement ever easier, and as a result, a less meaningful measure of influence. Conversely, planning for digital communications is often an uncomfortable and intensive process that results in more effective online initiatives by clarifying...