Stop wasting money on digital projects if you aren’t prepared to promote them properly

Digital projects cost time and money. This reality may seem obvious, but is an often misunderstood fact. As academics look more towards digital outputs and increasing engagement through these outputs, more attention is needed on how to make this happen. Martha Henson, consultant at Frankly, Green + Webb shares her experience with digital production and argues a large proportion of digital projects are wasting their time and money by not focusing on the communications strategy for these outputs. Things don’t magically “go viral”. The lessons below are incredibly relevant for digital academic projects, scholarly communication and the impact of academic work.