Whats Next for USA Today?
Last week, we looked at the very progressive community strategy involved in the redesign of USA Today. Now that it has been live for a while the feedback from their readers is rolling in, and it is not all good. It seems that every week we are having conversations about how brands can harness the power of their communities. We are also having conversations about being prepared to receive criticism when you open up your brand to the public. The strategy is sound and well implemented, but as Charlene Li at Forrester says, they can’t afford to ignore the swell of negative feedback on the redesign from their readers. The real test is what they do next. They are in a perfect position to respond to the very direct feedback from their most active members. A lack of response could damage the integrity of the whole strategy. Their readers are loyal and have been trying to live with the new design but seem to be giving up fast. When you dissect their comments they are giving very direct feedback
