Why good design still matters

Social media is about conversation, relationships and transparency. Where traditional media broadcasts, new media interacts. Yet, there are several foundational elements these two forms of marketing have in common. One of those is design.

As an Internet marketer, I love good content. However, good content on a bad page might get you ranked high in search engines, but it's probably not retaining your visitor long after that. When I say new media and traditional media require good design, this includes:

• Information architecture - website visitors, magazine readers, television viewers - the most entertaining advertisments or campaigns in the world won't have any effect if your audience doesn't get the information they need. Before launching a Facebook Page, sending in an ad or burning to DVD, ask yourself (or someone else) - what's the ultimate goal? Does my audience need to know more about my nonprofit/corporation? Do I want them to go to my website? Make a phone call? Come visit?
• Eye-catching elements - A beautifully-worded, eloquent blog post isn't part of an effective campaign unless thare are people visiting your page. Eye-catching doesn't necessarily mean visually stunning - it could include an effective headline or tie-in to current events. Design your content as well as your campaign.
• Branding - If you are a nonprofit or corporation starting out on social media, know your brand. The same goes, of course, for traditional media, but it's remembered there a lot more often than online. Know your mission, vision, purpose, stakeholders and calendar inside and out. In design, emphasize your logo, brand colors and personality. 

Beyond these elements, good design always considers the user experience and pass-on value.

What does good design mean to you? And, in this world of new and diverse media, how can it endure?