Frank McClung

TikTok, TikToK. The clock is running.

The recent presidential executive order to ban TikTok in 45 days and a lesser-known decision by WordPress to suspend the download of its most popular (over 1 million users) commercial theme Astra, should highlight why you need a robust digital strategy for your organization.

If you are a TikTok star in the U.S. with endorsements, you are going to lose your U.S. customer base in 45 days. I hope you are also an Instagram and YouTube star.

If you are using Astra as a theme for your organization, it will be more painful to get the latest update until the theme is restored in the WordPress repository.

Your organization should review quarterly your digital strategy and assess vulnerabilities in technology, funding, politics, competition, and commitment.

Then develop a plan that will distribute your risk to avoid catastrophic failure. Everything is interdependent. No single organization controls all the communications components in the digital space. There will always be risk but TikTok and COVID should be a wakeup call to all of us still in business.

I’ll be creating some assessment tools in the future to help you. In the meantime, reach out if you need immediate help creating a website strategy to assess vulnerabilities and mitigate risk.


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