{"id":1805,"date":"2012-06-15T13:31:40","date_gmt":"2012-06-15T18:31:40","guid":{"rendered":"https:\/\/onthinktanks.org\/articles\/\/"},"modified":"2016-01-24T13:34:48","modified_gmt":"2016-01-24T18:34:48","slug":"digital-strategy-can-support-communications-in-think-tanks-but-can-it-also-improve-their-research-and-management-too","status":"publish","type":"post","link":"https:\/\/onthinktanks.org\/articles\/digital-strategy-can-support-communications-in-think-tanks-but-can-it-also-improve-their-research-and-management-too\/","title":{"rendered":"Digital strategy can support communications in think tanks. But can it also improve their research and management too?"},"content":{"rendered":"

\u201cDigital is not another channel, it is the delivery choice for this generation\u201d –\u00a0<\/em>Francis Maude, UK Minister for Cabinet Office, 11 June 2012<\/p><\/blockquote>\n

What is a \u2018digital strategy\u2019?<\/h2>\n

I\u2019ve used the word \u2018digital\u2019 in a number of blogs on this site without ever actually defining what I mean by it. Here are two definitions given by Google, both reflecting important aspects what I see as digital:<\/p>\n

    \n
  1. Relating to or using signals or information represented by discrete values (digits) of a physical quantity, such as voltage or magnetic polarization, to represent arithmetic numbers or approximations to numbers from a continuum or logical expressions and variables
    \n–\u00a0digital<\/em>\u00a0TV<\/li>\n
  2. Involving or relating to the use of computer technology
    \n– the\u00a0digital<\/em>\u00a0revolution<\/li>\n<\/ol>\n

    When I use the word \u2018digital\u2019, I bring these two definitions together and extend them. The first definition, which describes information stored in an electronic form, is very broad. The second definition can be used to specify that information is created through the use of computer technology. For my purposes, a third definition is useful, which is to specify\u00a0the\u00a0delivery<\/strong>\u00a0of electronic information using computer technology<\/em>.<\/p>\n

    It is in the capability to connect, transmit and receive information that the power of the \u2018digital revolution\u2019 lies. It is not computers creating information, but the connecting and networking of them, particularly through the internet, that is causing so many problems for newspaper owners as news is increasingly delivered on the Internet and under-cutting traditional business models.<\/p>\n

    So \u2018digital\u2019 can sometimes be another word for the \u2018information technology\u2019 (in software, not the hardware of computers and servers) and at other times can be another word for \u2018online\u2019. A \u2018digital strategy\u2019 should be a strategy that combines elements of old\u00a0Information Technology<\/em>\u00a0strategies with elements of\u00a0Online\u00a0<\/em>strategies developed over the past years, particularly in the realm of communications. A digital strategy takes a holistic view of how computers connected to each other through the Internet or otherwise can support an organisation\u2019s mission, vision and values.<\/p>\n

    Digital strategy for think tanks<\/h2>\n

    Though\u00a0my previous blogs have focused on digital communications strategies<\/a>, there are clearly wider uses for a digital strategy in any organisation, and think tanks are no exception. In particular, there are two other key strands of the work of a think tank were there are serious opportunities in the implementation of a fit-for-purpose and dynamic digital strategy: in the day-to-day management of the organisation, and the process of research itself.\u00a0Enrique Mendizabal has introduced some ways digital tools could be used by think tanks<\/a>, and how different types of think tanks may want to focus their engagement on certain types of digital tools:<\/p>\n