Connectedsign Digital Signage White Paper

Who Is The Boss?
Connectedsign, LLC

We have all heard the old saying “content is king”.  While this is true to a degree, truer is the saying “the content manager is the boss”. 

Good content poorly managed is not very effective.  Digital Signage operations often miss the mark because they do not have a dedicated operator or manager.  If the content were a printed poster, there would have been a process by which it was conceived, created and approved.  Just because the content is delivered digitally does not mean it should not have the same process in place.

Within each operation there needs to be an owner of the system.  In some corporate communications systems, the IT department gets charged with this task.  IT may be a good systems caretaker, but they are not in the business of communications and content creation.  Many more Digital Signage networks put their content management in the hands of the creative team.  If the creative staff has no training in the operation of a Digital Signage system, this approach will not produce an effective result either.

A good content management effort requires that its staff be knowledgeable in many areas.  Criteria such as display location, screen size and information inventory all combined can make managing Digital Signage systems a little like trying to think in 3-D.  Add in the potential of using real-time data sources and you have a dizzying array of information to deal with.

It is good practice to create a dedicated or shared staff position that is tasked with the running of the Digital Signage system and then provide some basic training in how to best design and schedule screens for optimal performance.  Seek out a professional Digital Signage integrator and they will be able to provide your staff with instruction that goes beyond basic how to operate the software and hardware systems.

Plan for a successful Digital Signage system and you shall have one!

By Loren Bucklin
President

Connectedsign, LLC
lbucklin@connectedsign.com
www.connectedsign.com
866-833-2723

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