In part 1 of this post, we highlighted the excellent online coverage of the Solar Impulse flight through the project's social channels. Here are some observations and tips for your business from Solar Impulse’s excellent online coverage:
Foundation: The Solar Impulse website is the common thread for Solar Impulse's online coverage. The website hosts content and links back to Facebook, YouTube, and other platforms. Note many people will first access Solar Impulse through one of those platforms (not the website), so the social platforms are up-to-date and match the content and voice on the website. Investing in your site is essential (particularly hosting content there and then sharing it to other platforms), because it is the only online presence you actually own and control. Your Facebook site, great as it is, is not yours and remains subject to how Facebook changes its operations and settings.
Opportunity to connect: Notice that the Solar Impulse site invites people to connect with the project and follow its progress. There are prominent subscription and sign-up buttons on the website and platforms. This is a first step to allowing someone who visits once to maintain a connection with your organization.
Power of pictures and videos: The Solar Impulse coverage makes good use of video and pictures, which tell the story far more powerfully than words alone. As a benefit, video and pictures are also very easy to add to your website and social platforms and need not be professionally prepared to be powerful. On the YouTube channel, notice the links embedded in the videos to give additional information on aspects of interest to visitors.
Personal, genuine, inspirational: Good coverage and content boils down to telling good, authentic stories. People connect with what is personal and true to them. Solar Impulse tells the story of their project largely through the eyes of the pilots and the people working on the project. This adds a personal, genuine, human element and enhances the inspiration that is core to this site -- what can you do to find that inspiration in your work and convey it to your community?
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