Mostly Media – Definitely Digital
George Dearing On Media, Marketing And Technology
From the category archives:
It’s all about the idea. And this is one . . . key for any agency that we were going to be working with: it’s about the idea, being media agnostic and figuring out where do you take that idea to best fit it into the marketplace.
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How can anyone really think using community and curation tools won’t be a boon to media companies and publishers? The ones that get it are already committed to establishing better ways of sharing and collaborating, baking that mindset into every part of the business.
Not so long ago every pundit preached “community” this and “community” that (me included). Sure that’s a part of it, but in less than a few years, things like Twitter, Google Buzz and a newsier Facebook have forced private and public institutions alike to look outside of their comfy websites and community hubs. Brands and online publishers realize the conversations happening in other online environments and niches can often overshadow much of the activity taking place on their own web properties.
The BBC’s recent statements underscore much of the shift taking place not only in media outfits but in corporations, where internal and external teams are scrambling for the right mix of engagement and listening.
"For BBC news editors, Twitter and RSS readers are to become essential tools, says Horrocks. Aggregating and curating content with attribution should become part of a BBC journalist’s assignment; and BBC’s journalists have to integrate and listen to feedback for a better understanding of how the audience is relating to the BBC brand."
And somewhere between the analysis paralysis and the trip to the CFO’s office lies the epiphany that you and your company can do this stuff. You see, you’ve been talking to customers all along and you pay people to make sure they’re happy with your product or service. What you haven’t been so focused on is helping them understand it’s ok to connect with them in other environments, around the global water cooler, if you will.
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It’s easy to dismiss MySpace when folks discuss the big social portals but with the music biz in upheaval and with MySpace’s leverage there, the next six to twelve months could be telling. As streaming takes hold, [video, music] it looks like MySpace is pretty well positioned with iLike and iMeem already in the acquisition hopper.
What’s more interesting will be how the ramifications of Facebook Connect play out as millions of users look to it as the de facto "roving profile" if you will. I did see MySpace is letting users use Facebook Connect, which is smart, but how it handles overlapping apps and services will be challenging. And don’t forget, Murdoch owns MySpace and there’s some big battles brewing over pay walls and monetization.
Think of the implications if Murdoch had some success circumventing Google and yanking his content out from under the Google algorithm. That would make MySpace way more attractive to other media companies and even Bing.
Below is the excerpt I pulled from TechCrunch, clearly amplifying the continued push to focus on its core.
We’re hearing that the cuts are part of a restructuring of technology and product that’s being conducted by Chief Product Officer Jason Hirschhorn and Chief Technology Officer Alex Maghen. Both are still fairly new to the company — Hirschhorn joined last April as part of the massive MySpace top management reshuffle, and Maghen joined in September. Hirschhorn, in particular, has made no secret of his desire to kill off products that no longer fit with MySpace’s core strategy.
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