The fact that Australia's Prime Minister, John Howard, now uses YouTube is newsworthy. The official versions has attracted debate, scorn and satire in comments and new videos uploaded to YouTube. This mostly unwelcome feedback is the tip of the iceberg of challenges in new media adventures.

Here then are 10 good questions. All of us face them when we seek to get our message across new media. What's your answer to them? They are derived from our experience as a law firm engaging with clients in legal work and related or broader issues for use of new media.

1.   How to tie your Web presence into trends, tools and techniques which turn browsers into customers.

2.   How to increase traffic to your Website, blog, RSS feed, wiki, p2p network or online presence.

3.   How to develop your online brand or presence in a way that "keeps it real" for audiences.

4.   How to use media to communicate your product, service or company message.

5.   How to engage with audiences using new media and social networking.

6.   How to be insightful, practical and interesting - all with brevity.

7.   How to make your business or offering lean and competitive. 

8.   How to stay connected to youth markets and communities.

9.   How to minimise risks and maximise returns. 

10. How to differentiate your offering. 

A wave of political new media speech from all parties is rolling now across YouTube, Myspace and Facebook.

It is arguable that the Prime Minister and his advisers have performed poorly on YouTube as regards question 9. The evidence for that position is available in the YouTube comments and in the following Google search string which can be used to explore the adventures of "John Howard" on YouTube. 

Our firm's experience tells us it is essential online to keep it real. For us it helps to communicate through the quality of the stories we tell and the practical relevance of insights and our site information architecture.

Heart-felt stories can achieve some of the best results. They get back to real moments during fireside chats and "Dear Diary" entries. Though much more is needed, keeping it real with good stories remains a core requirement.

Further Reading

• Tracking Web developments
  
• Make the Web grow your business, ask us how
• Beware of Web 2.0 crossing the chasm
• Billions made with Internet business exit strategies
• Des on Blogs for beginners [Video]
• Des on Newsfeeds for Beginners [Video]
• Wisdom for Commercialisation of Social Networking Websites
• Modernity and its Web 2.0 Enthusiasts
• Seminar: Smart Use of the Web