So I’m not considered a scab picker……

In recent posts I’ve challenged those that run traditional media to step up their game and stop paying lip service to reinvention. While I’ve hinted, suggested, and generally beat around the bush about ideas, in this post I’d like to point out an idea that I believe would save local media publishers of all kinds but for radio this could be the next generation. This idea is something I’ve discussed with my inner circle for more than 6 months but this past week was more evidence that it’s not only possible but right around the corner. The reason I’m giving the idea to you is in hope that it will accelerate change because time is running short and no one seems to be paying attention. I also do it to prove once and for all I’m not just complaining without having given thought to solutions. Those that constantly complain I love to refer to as scab pickers but those that are willing to point out a gash and administer first aid are first aiders. We need more first aiders in this country and soon but that’s a blog for another time. Let me draw you the picture:

• Let’s start with the big announcement that came through on Monday from our friends at Facebook, open stream API access to their platform.

• There are more websites today than actual humans. Question everyone should ask themselves before starting a website; what makes this website so special that I’ll not only come but return to it with regularity.

• Social gaming is booming online because it gives users a sense of community. (Author aside: I actually joined Mafia Wars on Facebook to research this idea more fully)

• One of the newest sensations on Twitter, twt.fm which allows users to request a song and the service tweets back a link to a stream of that track. Users can then ReTweet this so others in their community can join them.

• Most traditional media websites offer hyper local traffic (social communities online) but the cost of daily content creation or resources is lacking. This creates short engagement times and sporadic visitor patterns. Streaming audio is changing the visitor pattern but the content issues are glaring here as well as most streaming publishers are barely scratching the surface of this mediums possibility.

• Brands want engaging platforms to interact with their targeted demographic but have been leery of social media because of user generated content issues.

• CPM on display ads is dropping rapidly. (Author aside 2: I believe this is because no one invests or researches how to make display ads better, until this happens I would get out of this business)

• Radio is producing weekly podcasts, blogs, and vlogs that could be broadcast more widely.

• With WiMax coming we are only going to be that much closer together.

My idea, built out an application for local media publishers within Facebook and MySpace ASAP. Then keep your fingers on the pulses of the changing social media trends and harness their power. The naysayers will say it dangerous to rely on third parties like Facebook but I’d contend the social networks would welcome this alliance. Facebook is not scheduled to turn a profit till next year; could a partnership not create a more rich interaction for users and allow advertisers to deliver more real marketing messages? Personally I’d rather know that my friend Jeff N is listening to 311 Amber on 1077thend, hear it too CLICK NOW. Powered by fye: For Your Entertainment than to have a display ad placement. It also is a win for radio stations as user’s logon to something they have always been good at: on-air audio production. Jeff furthers is profile as a music lover. Everyone wins. There is a ton of other ideas once you let your mind wonder. The distribution of content possibilities is insane. We are living in a time starved era; go where the people are instead of trying to force them to your site. It makes all the sense in the world except for the fact that it would require wise investment. This has never been traditional media’s strength. Maybe this blog post will push someone off their pile of money……. Next place to invest, mobile devices but this idea builds you a bridge today! (Author aside 3: Sounds like a future blog topic)

Thinking of jumping into Twitter, BE WARNED

This afternoon I read a great article on how a business owner used user generated content (UGC) to interact with a potential client unhappy with his company. Notice that word in front of client, potential; pretty cool idea on winning hearts and minds early in the buying cycle. So what horrible experience did this potential clients have, actually it was just a marketing campaign. A marketing campaign in the world of Twitter, a campaign where cost considerations overrode the common sense behind why the advertiser was drawn to Twitter in the first place.

Why would you launch a campaign of this sort? Well obviously this business owner had got involved on Twitter, seen the power of the interactions on Twitter and wanted to get involved. Somewhere along the way though he forgot what made those interactions on Twitter so cool, the human interaction! So it’s not human interaction as my grandmother or even my mother would define it but for Gen X, Y and the Millenniums’ this is as close as it gets. And boy are we excited and guarded about it. This business owner forgot this fact and he employed an auto responder to begin the dialogue; the response was swift and measurable from Twitter nation.

Twitter Users Tiring of Automated Direct Messages, makes a clear point that we as marketers should learn from. If you are a marketer contemplating getting into online social marketing you better have a well thought out plan and solid creative behind the leap. Not having a plan can have far reaching and irreversible consequences to your brand or business (most times I bet this adverse affect cost more than not doing the marketing campaign at all). Small hint in case you still don’t understand; you better be real and create unique interactions. That is how you win this hearts and minds war.

Silver lining of this story; this business owner did not go to lunch and taking afternoon cocktails; he was monitoring his companies name in the social sphere and found his trespass. Instead of sticking his head in the sand he engaged the frustrated party and took action. How profoundly simple but often overlooked in today’s fast paced world online world.