Your New Social Network is On the Air

Robert Young pushed my buttons today.  I'm awake.

He finally pushed me to see the obvious parallels between the highly organized media (television, radio, and print) and the less organized media (blogging, personal web sites, and social software). 

The similarities:

• Both have a broadcast range that is a function of their power
• Both have power that is a function of their broadcast range

The broadcast range of your television or radio station is based on your transmitters and affiliates.  The broadcast range of your newspaper is a function of the number of subscribers you get (mostly from your geographic region).  The broadcast range of your blog or web content is a function of two things: your social network and search.

Robert points out that the focus on MySpace as a place to go and play is ultimately flawed and that self-expression is the real goldmine here.  Why?  Because it's the real reason we are on line - to learn and to exchange information.

This is a nice extension to my previous postings on why MySpace doesn't get it.  MySpace is focusing on the website "MySpace" and not the utility "MySpace".  MySpace's real power is the social networks underlying the web site itself.

This is true of all Social Networking sites.  They are siloed.  I cannot tie my blog publication in any way to my LinkedIn Network. They don't quite seem to understand the power of their holdings or the potential reach of their value.

They then become just rolodexes that I go to when I feel I need them.  This means I go there when my definition of their worth triggers the need to go.  They don't inject themselves at relevant points to say "Hey, your network could do this stuff for you now."

They in no way integrate into how we actually do stuff.  And this misses a great opportunity.  As Robert points out:

For traditional media companies that are seeking to enter this space (e.g. MTV, Martha Stewart, etc.), it’s critical to follow the audience into the development of this new market by re-focusing core assets that have the capability to deepen the level, and heighten the production value, of self-expression.

Buyer beware, though, if you buy-in to Martha's social network - make sure it doesn't have the lace handcuffs - if the site is siloed like the others, you could end up with your content bound to her site - just like MySpace customers are bound to MySpace.  When you start joining in the future, look for tools that let you incorporate your network into your daily routine.  If they aren't there, keep shopping.

Photo: Michael Connors

Comments

[thebizofknowledge]

I stumbled across your blog while I was in the process of doing some online research. Very thought-provoking discussion here; I'd never thought about the connection between the "highly organized" and "less organized" media!