Terry Heaton's New Guildlines for Media
Terry Heaton is a local broadcasting consultant. His blog should be a regular read for those interested in how traditional media is or isn't heeding the call of new media.
From the post:
"In his new book, Get Back In The Box, Doug Rushkoff writes, "The internet is not a technological or even a media phenomenon; it is a social phenomenon. And in this sense, interactivity has changed everything." So media success in the new world will largely be measured socially, and one hopes that we all will learn a little more about ourselves and each other in the process.
So how can we restructure value for advertisers and ourselves in the marketplace of conversation?
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From the post:
"In his new book, Get Back In The Box, Doug Rushkoff writes, "The internet is not a technological or even a media phenomenon; it is a social phenomenon. And in this sense, interactivity has changed everything." So media success in the new world will largely be measured socially, and one hopes that we all will learn a little more about ourselves and each other in the process.
So how can we restructure value for advertisers and ourselves in the marketplace of conversation?
- Respect. This basic rule of life is cited in the Biblical mandate to "give and it shall be given unto you" or "as you wish to be treated, treat others."
- Genericize. We need the courage to see that even our best "brands" can have baggage, and it usually comes from the hype associated with the brand.
- Fluidity. This is a measurement of our ability to have our products and services read and viewed beyond our control.
- Influence. Technorati is providing this through measuring inbound links to various information websites. It's a sound method of determining which voices are providing leadership in the conversations that are news these days.
- Trust. Trust networks are like amoebas that move and shift based upon the shifting values and beliefs of the trusters.
- Transparency. In hiding behind our hype, we've painted ourselves into a corner of mystery and intrigue that people increasingly see as suspicious and often hilariously self-serving.
- Credibility and reliability. Based on their adherence to professional codes and traditions, media companies falsely assume they are automatically granted these two sides of the same artificial coin.
- Listen and Link. These are from the fertile mind of Jeff Jarvis, but I think they're overlooked in terms of real value."
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