Understanding the possibilities: Web widgets for beginners

July 3, 2008

Copyright © 2008 PRSA. All rights reserved.

By Glen Zangirolami

The following article appears in the July 2008 issue of PR Tactics.

It’s not every day that a software developer like me writes an article for PR practitioners. However, the continued rise of social media gives everyone a platform to communicate and has made it essential for the PR community to stay on top of emerging trends in technology.

One such trend is the booming popularity of  Web widgets, applications and plug-ins. Before your eyes glaze over, understand that these are essentially the same thing, but various media call them different names. In this case, let’s call them widgets.

The basics
A widget is a piece of code that can be embedded on your desktop, blog, Web site or social media profile. Many of the most popular widgets add or deliver content that is automatically updated.

Widgets are designed to make your life easier and enrich the Web browsing experience of visitors to your Web site. By automating time-consuming tasks and creating entertaining diversions, widgets allow you to strengthen bonds with Web users and build your company’s brand.

For example, at Schipul, we created a widget that manages and promotes a Facebook user’s various online identities. The idea for the widget spawned as Schipul employees promoted their personal brands. This widget helps people easily link social media profiles in sites like Del.icio.us, Digg, Flickr, LinkedIn, MySpace, Technorati, Twitter, Virb, Xbox Live and YouTube.

Web Identities makes it easier for friends on Facebook to easily access your photos, videos and blogs, or even link on Xbox to play games online.

You or your company may be using widgets already without even knowing it.  A stock ticker on the company Web site is a widget, so is a download from the Weather Channel that automatically delivers the forecast to your desktop. Free widgets are available to download, though developing or customizing a widget does have costs.

PR practitioners should experiment with widgets, and social media in general, so they can knowledgeably advise their companies and clients about conceivable uses.

Widgets can be used two ways

• Post an existing widget. This allows you to add value through the widget’s functionality, but doesn’t always further your brand.
• Create (or hire someone to create) your own widget. Crafting a unique widget allows you to embed your company’s brand, which is virally passed as the widget is adopted by Web users.

Either approach can contribute significantly to an organization’s relationships and online brand.

Post an existing widget
To see what is available for download, visit sites like Widgetbox, Widgipedia, Yahoo! Widgets and Google Gadgets.

Simple and valuable downloads at Google Gadgets include a map widget that enables you to pinpoint addresses and a search widget that makes it easy for a visitor to search your site.

Many free widgets carry baggage. Google Gadgets include Google ad listings, which a lot of companies don’t like. Other widgets may prominently feature a logo or brand name, such as CNN’s news widget. But there are plenty of free widgets that are sleek and clean with no demands or identifiers attached.

If you like a widget but want it tweaked for use on your site, contact the widget developer. Many developers are happy to customize for a much smaller price than it would cost to create a whole new widget.

Create your own widget
In recent months, more marketers and communicators have ventured into widget development to engage their audiences and spread buzz about their brands.

Media outlets and sports teams have created widgets delivering news or entertainment. Consider creating a widget that people interested in your brand can download and post to their Web page.

If your organization or product provides unique value, consider creating a widget that showcases its special nature. For instance, an art museum can create a widget featuring different works of art from its collection each day. The museum’s Web site members can download the widget, post it on their site and feel more connected than ever.

Alternately, a paint company could offer a widget that lets users virtually paint a home, seeing how colors match or clash. This type of interactive widget builds your image as a fun, friendly company while also delivering your messages.

Ultimately, it all comes down to understanding the possibilities. Widgets are yet another method of reaching and engaging your audience.

Glen Zangirolami is a Web developer with Schipul — The Web Marketing Company, which helps organizations succeed online.

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