In launching a sophisticated digital strategy, several elements should be considered to ensure appropriate tools and content are delivered for each of the key audiences outlined in Chapter 7. While many competitor countries are revising and updating digital strategies, those that are most successful clearly offer an authoritative source for international students. Noteworthy competitor sites to monitor include:
Many other country sites, consultants and agencies are generating substantial interest through competitive social media and Internet strategies. Often raised throughout the engagement process, the panel noted discussion regarding the critical development of social media in developing a sophisticated and nimble digital strategy. Social media monitoring companies report statistics on a daily basis, given the extensive growth of these communication channels. Out of the 6 billion people on the planet, 4.8 billion have a mobile phone, with many of them leaping through technological revolutions to the most current and efficient tools available. We also know that companies report their own user profiles.
Social media is the new media platform for planned media relations and viral communications. In modeling how a digital strategy might work, the following concept can illustrate how effectively digital platforms can operate through a coordinated strategy with many spokes to push key messages. This is a concept initiated by DFAIT but represents an example of how authoritative sources interact with other partner websites and with content generated on social media.