Tag Archives: podfading

Why Is PRI’s The World Having Social Media Issues?

Some raw notes on why PRI’S The World (especially “The World Tech Podcast” or WTP) is having issues with social media. It may sound bad, for many reasons. But I won’t adapt the tone.

No offense intended.

Thing is, I don’t really care about WTP, The World, or even the major media outlets behind them (PRI, BBC, Discovery).

Reason for those notes: WTP host Clark Boyd mentioned that their social media strategy wasn’t working as well as they expected. Seemed like a nice opportunity to think about social media failures from mainstream media outlets.

My list of reasons is not exhaustive and it’s not really in order of importance.

Social media works best when people contribute widely. In other words, a podcaster (or blogger, etc.) who contributes to somebody else’s podcast (blog, etc.) is likely to attract the kind of mindshare afforded social media outlets. Case in point, I learnt about WTP through Erik Hersman because Afrigadget was able to post WTP content. A more efficient strategy is to actually go and contribute to other people’s social media.

The easiest way to do it is to link to other people, especially other blogs. Embedding a YouTube video can have some effects but a good ol’ trackback is so much more effective. In terms of attention economy, the currency is, well, attention: you need to pay attention to others!

Clark Boyd says WTP isn’t opposed to interacting with listeners. Nice… Yet, there hasn’t been any significant move toward interaction with listeners. Not even “letters to the editor” which could be read on the radio programme. No button to leave audio feedback. Listeners who feel they’re recognized as being interesting are likely to go the social media route.

While it’s a technology podcast, WTP is formatted as a straightforward radio news bulletin. “Stories” are strung together in a seamless fashion, most reports follow a very standard BBC format, there are very few “conversations” with non-journalists (interviews don’t count as conversations)… Such shows tend not to attract the same crowd as typical social media formats do. So WTP probably attracts a radio crowd and radio crowds aren’t necessarily that engaged in social media. Unless there’s a compelling reason to engage, but that’s not the issue I want to address.

What’s probably the saddest part is that The World ostensibly has a sort of global mission. Of course, they’re limited by language. But their coverage is even more Anglo-American than it needs to be. A far cry from Global Voices (and even GV tends to be somewhat Anglophone-centric).

The fact that WTP is part of The World (which is itself produced/supported by PRI, BBC, and Discovery) is an issue, in terms of social media. Especially given the fact that WTP-specific information is difficult to find. WTP is probably the one part of The World which is savvy to social media so the difficulty of finding WTP is made even more noticeable by the lack of a dedicated website.

WTP does have its own blog. But here’s how it shows up:

Discovery News: Etherized.

The main URL given for this blog? <tinyurl.com/wtpblog> Slightly better than <http://tinyurl.com/6g3me9&gt; (which also points to the same place). But very forgettable. No branding, no notion of an autonomous entity, little personality.

Speaking of personality, the main show’s name sounds problematic: The World. Not the most unique name in the world! 😉 On WTP, correspondents and host often use “the world” to refer to their main show. Not only is it confusing but it tends to sound extremely pretentious. And pretention is among the trickiest attitudes in social media.

A strange dimension of WTP’s online presence is that it isn’t integrated. For instance, their main blog doesn’t seem to have direct links to its Twitter and Facebook profiles. As we say in geek circles: FAIL!

To make matters worse, WTP is considering pulling off its Facebook page. As Facebook pages require zero maintenance and may bring help listeners associate themselves with the show, I have no idea why they would do such a thing. I’m actually having a very hard time finding that page, which might explain why it has had zero growth in the recent past. (Those who found it originally probably had friends who were adding it. Viral marketing works in bursts.) WTP host Clark Boyd doesn’t seem to have a public profile on Facebook. Facebook searches for WTP and “The World Tech Podcast” don’t return obvious results. Oh! There you go. I found the link to that Facebook page: <http://www.new.facebook.com/home.php#/group.php?gid=2411818715&ref=ts&gt;. Yes, the link they give is directly to the new version of Facebook. Yes, it has extra characters. No, it’s not linked in an obvious fashion.

That link was hidden in the August 22 post on WTP’s blog. But because every post has a link with “Share on Facebook” text, searching the page for “Facebook” returns all blogposts on the same page (not to mention the “Facebook” category for posts, in the right-hand sidebar). C’mon, folks! How about a Facebook badge? It’s free and it works!

Oh, wait! It’s not even a Facebook page! It’s a Facebook group! The difference between group and page seems quite small to the naked eye but ever since Fb came out with pages (a year or so ago), most people have switched from groups to pages. That might be yet another reason why WTP isn’t getting its “social media cred.” Not to mention that maintaining a Facebook group implies just a bit of time and doesn’t tend to provide direct results. Facebook groups may work well with preestablished groups but they’re not at all effective at bringing together disparate people to discuss diverse issues. Unless you regularly send messages to group members which is the best way to annoy people and generate actual animosity against the represented entity.

On that group, I eventually learn that WTP host Clark Boyd has his own WTP-themed blog. In terms of social media, the fact that I only found that blog after several steps indicates a broader problem, IMHO.

And speaking of Clark Boyd… He’s most likely a great person and an adept journalist. But is WTP his own personal podcast with segments from his parent entity or is WTP, like the unfortunately defunct Search Engine, a work of collaboration? If the latter is true, why is Boyd alone between segments in the podcast, why is his picture the only one of the WTP blog, and why is his name the domain for the WTP-themed blog on WordPress.com?

Again, no offence. But I just don’t grok WTP.

There’s one trap I’m glad WTP can avoid. I won’t describe it too much for fear that it will represent the main change in strategy. Not because I get the impression I may have an impact. But, in attention economy, “the squeaky wheel gets the grease.”

Oops! I said too much… 😦

I said I don’t care about WTP. It’s still accurate. But I do care about some of the topics covered by WTP. I wish there were more social media with a modicum of cultural awareness. In this sense, WTP is a notch above Radio Open Source and a few notches below Global Voices. But the podcast for Global Voices may have podfaded and Open Source sounds increasingly U.S.-centric.

Ah, well…


Podfading, Open Source Edition

Yeah, I think I won’t be an Open Source listener anymore.  Though it is one of the first podcasts I started listening to, and though they’ve had some really good episodes (they have a knack for finding good guests), it’s just not doing it for me, anymore.

I do like the concept, though. They’ve been announcing it as as “the blog with a radio show” (though it’s hardly more than one of those NPR shows which happens to have a following in the form of blog readers). And they have been using blog comments as an incentive to pitch shows on themes a little bit off the most travelled routes. (Just a little bit.) But the way it’s executed… I don’t know.

I’m pretty sure many people just love Chris Lydon. He’s your typical radio host. Erudite enough to hold a conversation with most people. Enough of a journalist not to venture too far off the script.  But, again, it’s just not doing it for me, anymore.

Some of the main people left the show recently. Though they received a prestigious (and well-endowed) grant, they’re currently doing a PBS-like fundraiser. Something must be going on internally. I just wish I had gone there when I was living down the street from them (thanks to the incredible generosity of Jean and Jay). Not that I care so much abou the situation. But it always hit me that they had a few enthusiastic listeners and were rather uninterested in going somewhere with the incredible amount of comments they got. Almost as if they thought podcasting was just an extension of radio.

I don’t listen to radio.

Why Podcasting Doesn’t Work (Reason #23)

Was listening to the latest episode of Scientific American’s ScienceTalk podcast (for Januray 3, 2007). As is often the case with some of my favourite podcasts, I wanted to blog about specific issues mentioned in this episode.

Here’s the complete “show notes” for this episode (22:31 running time).

In this episode, journalist Chip Walter, author of Thumbs, Toes and Tears, takes us on a tour of the physical traits that are unique to humans, with special attention to crying, the subject of his article in the current issue of Scientific American MIND. The University of Cambridge’s Gordon Smith discusses the alarming lack of any randomized, controlled trials to determine the efficacy of parachutes. Plus we’ll test your knowledge about some recent science in the news. Websites mentioned on this episode include http://www.sciammind.com; http://www.chipwalter.com; http://www.bmj.com.

AFAICT, there’s a direct link to the relevant MP3 file (which may be downloaded with a default name of “podcast.mp3” through a browser’s “save link as” feature),  an embedded media player to listen to the episode, some links to subscribe to podcast through RSS, My Yahoo, or iTunes, and a menu to browse for episodes by month. Kind of neat.

But what’s wrong with this picture?

In my mind, a few things. And these are pretty common for podcasts.

First, there are no clickable links in the show notes. Sure, anybody can copy/paste the URLs in a browser but there’s something just slightly frustrating about having to do that instead of just clicking on a link directly. In fact, these links are quite generic and would still require that people look for information themselves, instead of pinpointing exactly which scientific articles were featured in the podcast. What’s worse, the Chip Walter article discussed in the podcast isn’t currently found on the main page for the current issue of Scientific American’s Mind. To add insult to injury, the URL for that article is the mnemo-friendly:


Catchy! 😉

These are common issues with show notes and are easily solved. I should just write SciAm to comment on this. But there are deeper issues.

One reason blogging caught on so well is that it’s very easy to link and quote from one blog to another. In fact, most blogging platforms have bookmarklets and other tools to make it easy to create a blog entry by selecting text and/or images from any web page, clicking on the bookmarklet, adding a few comments, and pressing the “Publish” button. In a matter of seconds, you can have your blog entry ready. If the URL to the original text is static, readers of your blog are able to click on a link accompanying the quote to put it in context. In effect, those blog entries are merely tagging web content. But the implications are deeper. You’re associating something of yourself with that content. You’re applying some basic rules of attribution by providing enough information to identify the source of an idea. You’re making it easy for readers to follow streams of thought. If the original is a trackback-/ping-enabled blog system, you’re telling the original author that you’re refering to her piece. You’re creating new content that can, in itself, serve as the basis for something new. You might even create a pseudo-community of like-minded people. All with a few clicks and types.

Compare with the typical (audio) podcast episode. You listen to it while commuting or while doing some other low-attention activity. You suddenly want to talk about what you heard. Go out and reach someone. You do have a few options. You can go and look at the show notes if they exist and use the same bookmarklet procedure to create a blog entry. Or you can simply tell someone “hey, check out the latest ScienceTalk, from SciAm, it’s got some neat things about common sense and human choking.” If the podcast has a forum, you can go in the forum and post something to listeners of that podcast. If the show notes are in blog form, you may post comments for those who read the show notes. And you could do all sorts of things with the audio recording that you have, including bookmark it (depending on the device you use to listen to audio files). But all of these are quite limited.

You can’t copy/paste an excerpt from the episode. You can’t link to a specific segment of that episode. You can’t realistically expect most of your blog readers to access the whole podcast just to get the original tidbit. Blog readers may not easily process the original information further. In short, podcasts aren’t easily bloggable.

Podcast episodes are often big enough that it’s not convenient to keep them on your computer or media device.  Though it is possible to bookmark audio and video files, there’s no standard method to keep and categorize these bookmarks. Many podcasts make it very hard to find a specific episode. Some podcasts in fact make all but the most recent episodes unavailable for download. Few devices make it convenient to just skim over a podcast. Though speed listening seems to be very effective (like speed reading) at making informative content stick in someone’s head, few solutions exist for speed listening to podcasts. A podcast’s RSS entry may contain a useful summary but there’s no way to scale up or down the amount of information we get about different podcast segments like we can do with text-based RSS feeds in, say, Safari 2.0 and up. Audio files can’t easily be indexed, searched, or automatically summarized. Most data mining procedures don’t work with audio files. Few formats allow for direct linking from the audio file to other online content and those formats that do allow for such linking aren’t ubiquitous. Responding to a podcast with a podcast (or audio/video comment) is doable but is more time-consuming than written reactions to written content. Editing audio/video content is more involving than, say, proofreading a forum comment before sending it. Relatively few people respond in writing to blogs and forums and it’s quite likely that the proportion of people who would feel comfortable responding to podcasts with audio/video recordings is much smaller than blog/forum commenters.

And, of course, video podcasts (a big trend in podcasting) aren’t better than audio podcasts on any of these fronts.

Speech recognition technology and podcast-transcription services like podzinger may make some of these issues moot but they’re all far from perfect, often quite costly, and are certainly not in widespread use. A few podcasts (well, at least one) with very dedicated listeners have listeners effectively transcribe the complete verbal content of every podcast episode and this content can work as blog-ammo. But chances that such a practice may become common are slim to none.

Altogether,  podcasting is more about passive watching/listening than about active engagement in widespread dialogue. Similar to our good old friend (and compatriot) McLuhan described as “hot,” instead of “cool” media. (Always found the distinction counter-intuitive myself, but it fits, to a degree…)

Having said all of this, I recently embarked in my first real podcasting endeavor, having my lectures be distributed in podcast form, within the Moodle course management system. Lecturecasts have been on my mind for a while. So this is an opportunity for me to see, as a limited experiment, whether it can appropriately be integrated in my teaching.

As it turns out, I don’t have much to do to make the lecturecasts possible. Concordia University has a service to set it all up for me. They give me a wireless lapel microphone, record that signal, put the MP3 file on one of their servers, and add that file in Moodle as a tagged podcast episode (Moodle handles the RSS and other technical issues). Neat!

Moodle itself makes most of the process quite easy. And because the podcasts are integrated within the broader course management structure, it might be possible to alleviate some of the previously-mentioned issues.  In this case, the podcast is a complementary/supplementary component of the complete course. It might help students revise the content, spark discussions, invite reflections about the necessity of note-taking, enable neat montages, etc. Or it might have negative impacts on classroom attendance, send the message that note-taking isn’t important, put too much of the spotlight on my performance (or lack thereof) as a speaker, etc.

Still, I like the fact that I can try this out in the limited context of my own classes.