A Crack in the Road is a journalistic music blog, similar to We Plug Good Music, with a modern cutting edge appearance. Like We Plug Good Music the target audience is music lovers aged eighteen to thirty-five who enjoy the content of this site. The content is lighthearted but with a professional tone throughout, the short paragraphs still allow it to be easily readable. It is well presented, a modern styling and a cutting edge with its appearance in my opinion. The use of multimedia was on every page I visited as well as having page transitions. At the top of every page was a header in which you had to scroll down to get to the page you intended to view, which I think is a good reminder for what site you’re on, it enhances the brand in my view. The articles range from reviews, profiles and introducing, all of which are well written. As all the content is new and not very pop culture-like I’d say this has a niche audience, which may be interesting to compare against something with a wider readership. Another reason why I chose this blog was because it was on http://uk.labs.teads.tv/top-blogs/music listed as a top influential blog.
A Crack in the Road have had Twitter since 2010 and have 6883 followers. On a single tweet last month they got an impressive 2,700,00 retweets and 1,400,000 favourites on a tweet regarding the small amount of female musicians which are on Reading and Leeds’ festival line-up, which gives us a brief overview of their engagement and interaction with the public. On their list of followers there are a lot of musicians, the festival Bestival and the popular UK radio station XFM which is good as they are music organisations. Their Facebook page has 6664 likes and they post their own articles in curations on their page.
Their use of curations is good, they use original text to caption the link and give an insight to the text and intice them to click on it and read it therefore giving them more site traffic and a higher rating.
There are videos and pictures embedded on every page which links to Bradshaw’s view that effective use of social media is important to tell stories digitally. As you scroll down the homepage there is a row with links to social media elements such as e-mail, Twitter, Instagram, Facebook and Soundcloud. There are not many widgets used but one may argue if it is not needed because the appearance of the site is so high tech and modern that adding widgets and gadgets to the scenario could destroy the modern image it has.
Like We Plug Good Music, links are used sparingly within the articles. Just because an article is a review does not mean that links are irrelevant, links could give more information on the artist who is of topic and give the reader a deeper knowledge which they would not get from the article alone.