Defining Your Audiences' Needs

People access online information in different ways, at different times, and for different reasons. The best way to figure out your audience(s) needs is to ask them. You can ask them a few key questions such as:

What are your primary HIV needs? (prevention, testing, treatment, care, other?)
Tell us how our services help you? When do you turn to us?
What does our organization/agency do well?
What could our organization/agency do better or more of?
How do you use different new media tools in your daily life?
How could we use some of these tools to provide you with the HIV information you need?

The answers to these questions will help you understand how to define your audiences' needs. Then, you can explore how (or if) new media can help you meet those needs.

Here are some things to keep in mind when it comes to defining your audiences’ needs:

Web Accessibility: People with visual, auditory, physical, speech, cognitive, and neurological disabilities may have trouble accessing, understanding, and using your site and information unless you make your site "accessible". For more information, see HHS’ Section 508: Why Comply.

New vs. returning visitors: First time visitors may have different needs than returning or repeat visitors.

Attention is a precious resource: There is a lot of competition to get people’s attention. You want your messages to be compelling, engaging, immediately useful, and trustworthy.

Use the tools: New media can help to obtain audience feedback – such as comments on a blog. Some tools offer online polls and surveys. You can also learn what your audiences are looking for by studying web analytics.

Change happens: Audiences change. Needs change. Technologies change. Make sure you provide ongoing opportunities to hear from your users.