Non-techies: New Media needs YOU!
by Antonio on 07/07/09 at 2:33 pm
We still tend to class new media / social media / web projects as being about “technology”, and I’m starting to get fed up of it. It’s especially bad at conferences – people are always talking about the tools as if they’re the only thing that’s important.
Our industry is no more about technology than filmmaking is about cameras or editing software.
Just like in filmmaking, digital projects need a whole raft of creative people to make them happen.
We need people to guard the direction of a project (just like a film director), producers, people to write content, people to facilitate communities (if it’s that kind of site). Of course we need technical to people build our websites, but they’re only a part of the solution.
I used to be a techie, and when you’re thinking about the nuts and bolts, it’s practically impossible to also be thinking about the “big idea”.
All of the commissioners I’ve been speaking to recently are despairing about the fact that digital agencies aren’t pitching them ideas, concepts or formats - they’re pitching tools and technology.
The best digital ideas I’ve heard recently I’ve heard have been coming out of TV companies – probably because they’re used to thinking about audiences and what will actually engage people. The most talented digital ideas people I know have never touched a line of code in their lives.
So, please can we stop this lazy association?
And please, if you’re not a techie, but you’re massively talented, will you come and join us? We promise, our industry is actually growing at the moment and you’ll have much more fun over here..
Mars Elkins
Jul 8th, 2009
Well said Antonio. Totally agree with you. There is a great need to have a conversation though between the techies and the non-techies to get a relationship going. Both need to be able to engage with each other so that they both know what each other is capable of doing.
Antonio
Jul 10th, 2009
Yes, that’s right – it’s all about conversations in the end. The problem is that the non techies often don’t think they’re in a position to get involved – what can we do about it??
Nicky Getgood
Jul 11th, 2009
You mean good projects are idea and not technology led? What witchcraft is this?
Meshed Media » Blog Archive » Masterclass - Social media and poetry
Jul 16th, 2009
[...] Above all else, I wanted to emphasise that ideas are more important than technology. Great digital projects are more likely to come from creative people (such as poets) than technology’s early adopters (a sentiment recently expressed by Antonio Gould). [...]
DJ
Sep 25th, 2009
You’re right. Despite all the hype there are very few “ideas people” in agency land. But that’s because agencies are “jfdi-by-proxy” people for clients.
The real ideas people are just about to set up their own agencies, making more money out of other people slaving away for them instead of doing it themselves…
Antonio
Oct 1st, 2009
DJ – you sound like you might be one of those people!
Great comment – you’re spot on I think..
Chris Ison
Feb 16th, 2010
I see your point Antonio, but I also think a fuller, more rounded understanding of the technology involved can help a project in terms of its core ideas. Either by steering it in a new direction, or keeping it on the rails.
I’m all for new ideas and new perspectives and sometimes that comes from someone who’s looking from the outside-in, although, as you point out, it’s often hard to get people to feel comfortable about getting involved…
In my experience as a web designer and project manager, I have found that the people who work with this technology day-in, day-out will have a better understanding of what works and what doesn’t, in terms of setting objectives and how to achieve them.
Antonio
Feb 16th, 2010
Hi Chris,
I agree with you. Funnily enough I think I came up with a good analogy today about this. I think it’s like the difference between a director knowing what a good shot looks like and exactly how to make that shot happen with the right settings on the camera (if that makes any sense).
A good understanding of tech is important, but my experience is that you don’t have to be a programmer to have that – and the problem with too much technical knowledge is it can limit your creativity. I’m trying to unlearn a lot these days!
Antonio
PM Hut
Feb 25th, 2010
Hi Antonio,
This is an interesting post as I’ve published and article titled Digital Project Management – An Underrated Discipline a long while ago. Quoting the article: “So most organisations dump digital projects on some already overworked marketing or IT person.” This quote, IMO, highlights the problem and aligns well with what you’re saying on having someone such as a “Film Director” to manage the project.
Ciarán Ryan
May 10th, 2010
Well said Antonio… technology conveys the idea / message / story. The idea / message / story tends not to be created to convey technology.
But technology is often easier to describe, with a list of specifications that can be reeled off.
We’re in a period of transition, I hope as the technology becomes more familiar that these attitudes will begin to change…
Ciarán Ryan
May 10th, 2010
And it doesn’t help that the roles are not defined clearly…
web producer / manager / designer / editor / content manager – they can be inter-changeable, depending on who you speak to.
Antonio
May 12th, 2010
Ciaran – definitely, this attitude won’t last long.
Just tried to email you actually but your email address is bouncing..
A