Too much focus on digital marketing could exclude those with visual or hearing impairments, says BBC blogger
Charities that overuse digital media in campaigns could alienate people with some disabilities, a BBC blogger has warned.
Steve Bowbrick, blogger-in-residence at the BBC, told delegates at a social media conference in London this week that focusing too much on digital marketing utilities such as Twitter, Flickr, blogging and podcasts could exclude people with visual or hearing impairments as well as those who have no access to the internet.
"There is a genuine risk that organisations could further alienate some groups," he said.
Nevertheless, he said, this was not a reason to stop testing the limits of social media, and that ignoring technological shifts was no longer an option.
"It is important to consider how the tools are going to be used by the various communities being targeted and work to engage them as effectively as possible," he said.
Bowbrick made the comments during a debate at the Social Media Exchange, which looked at the challenges that face third sector organisations constructing digital communications strategies.
