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Harnessing the power of web audio content

By Simon Fairway, Juvi Media

Audio content has a wide range of applications for charities that are looking to make their online presence more engaging. Thames Reach and Action for Blind People show how intelligent choices in the production of audio, and the medium of distribution can enhance all areas of their work.

Thames Reach

Thames Reach supports homeless, vulnerable and isolated men and women through a range of services, activities, and accommodation projects. They have 400 staff across 40 sites.

Since their website re-launch in November 2006, Thames Reach have made a number of MP3 audio files available through their main website, grouped together in the ‘Personal Stories’ section.  The files have been coded as ‘attachments’, meaning that when the user clicks on the link, the file automatically downloads to their computer from where they can be played. The audio files are uploaded to the website using a content management system which controls both the public site and the larger intranet.

Thames Reach produces content on a regular basis using Adobe Audition editing software, and is looking closely at the possibility of making this content available as a podcast in the near future. The organisation is also looking to extend the use of audio to other areas of the site, rather than keeping it together in one place.

Why audio?

Val Cohn, IT and Communications Service Manager for Thames Reach, first considered the potential of audio at a seminar run by the Centre for Charity Effectiveness in 2006.

‘I had been to events and forums, so I was aware of the potential of audio content and podcasting. I realised how powerful they could be alongside written case studies, and how they could be a way of involving our service users in communicating our message’

Val discussed audio content at one of their regular ‘Chatbout’ conferences for service users in September 2006. A group of five people were keen on getting involved, and formed the audio group.

‘In addition to the website, audio content is also produced for an internal audience, for example for use on their staff and service user website and for staff training sessions.  In one example, a blind service user produced a three minute piece about how the loud and disruptive members of his hostel where getting a great deal of attention from staff, whilst quiet members were often ignored.’

Service user Involvement

Thames Reach are keen that service users are central to the production of the audio, so they have become the ‘audio gatherers’. They are developing the skills to edit the content, making the process an example of ‘citizen media’, where service users are central to ownership and development of the project. The ‘Homeless at Christmas’ piece, available via the website is one example of how service users have created an idea and produced the audio themselves with some training and support. Plans are underway to develop a structured audio training course.

Accessibility

Accessibility has been an issue. Guidelines advise that you should provide a written alternative to any audio content. Thames Reach are aware of this, and are looking to address this as soon as possible, but also feel that audio content is enriching the experience for the vast majority of visitors so do not want to slow down.

‘The response has been incredibly positive. It is only recently that people have become comfortable with audio content. There is a strong demand for more audio, and we are finding it difficult to keep up. The great thing about audio is that it is easy for people to remain anonymous, which makes it easier to get people to open up fully. This can be especially useful at events where playing a three minute audio piece can really help to get the audience’s attention.’

Action for Blind People

Action for Blind People take it a step further by making their content available as a podcast that supporters can subscribe too. Audio has obvious benefits for an organisation that provides practical support and advice to visually impaired people throughout the UK.

The link to the podcast ‘feed’ (a line of code that starts with feed://) is available on the homepage.  By clicking on the link, the user will be directed to the feed that contains MP3 audio files.  The user can then subscribe by either bookmarking the feed in their favourites, or by pasting it into the subscribe line in iTunes (or any other ‘podcatching software).

Why podcasting?

Action for Blind People first included audio content when their website was re-launched in early 2007. Audio was requested by their service users as access to online content was a problem.  Some users use screen readers, but these can be difficult to learn.

Sophie Gray. Action for Blind People’s Online Marketing Officer explains why they decided to start podcasting.

‘There is a lot of empathy involved with hearing a persons voice.  It can be truly inspiring hearing the story of someone that has faced the same difficulties as you, and overcome them’.

Action for Blind People are currently producing content on a monthly basis, but are looking at going bi-weekly. 

‘We initially tested the medium with an Apple Mac, Garageband software and a USB microphone. We have now invested in a portable hard disk recorder and use Adobe Audition. The facility to upload audio was delivered as part of our new content management system.’

Comments

Both Thames Reach and Action for Blind People are ahead of the rest of the pack in terms of the integration of audio content into their respective websites.  For something that is so straightforward and potentially powerful, it is surprising how little audio is used.

From a technical perspective, Thames Reach have done well as their audio content is easy to find and straightforward to access.  I would however question their approach of making the audio file available as an attachment that downloads when the user clicks on the link.  Most visitors would be used to a conventional link straight to the file, so that the audio file plays within their browser.  By adding the instruction “to save the file to your computer, right click on the link and select download liked file’’, you give them the option of listening or downloading.

I would also advise them to make the audio content easier to find, perhaps by providing a link to the audio section on the homepage, or by providing a number of links to the same content across the site.

A good option is to add a Flash object to play the MP3 file through.  A good example of this can be seen on the Family Holiday Association website.  The advantage is that the visitor can listen to the audio file whilst reading text and looking at any pictures on the page.  Adding this feature is fairly straightforward, you can buy the relevant Flash file at the Wimpy website.

The Podcasting approach taken by Action for Blind People is excellent and the automated nature of delivery of content has obvious benefits for people with visual impairments. The podcast is promoted on the homepage, which is a wise move.

I would encourage making it easier to subscribe to the podcast.  A simple way of doing this would be to provide a link for subscribing to iTunes, an approach taken by Cancer research.  I would also advise to publicise the podcast through the many directories, such as the Podcast Directory.

It is good practice to make the audio content available to listen to in a more conventional way, so that users that are not familiar with podcasts are not put off.

Thames Reach and Action for Blind People are two great examples of charities harnessing the power of audio content.  Other organisations use audio in wide range of interesting and creative ways.  It is very common to combine a podcast with a blog like Christian Aid, but St John’s Ambulance use audio to provide people with advice about applying First Aid and Youthnet provide young people with information on sexual health, money, and drugs. Practical Action are using podcasts to disseminate knowledge and information for poverty reduction in Peru, and Farm Africa are supporting a project in Kenya to promote information exchange between researchers and farmers (65.7 Kb PDF Document. Requires Adobe Reader, if you don't have it download it from Adobe)

Every organisation has its own set of circumstances, but the lesson from all of these examples is to make the most of the medium and be creative!