by Andy McCaskey, Principal
With all of the social media tools at your fingertips, your next challenge is creating and distributing good content about your product and service. A good place to start as you move beyond basic blog posts and photos is to add audio to your content mix, and then promote it with your social media tools.
New Media audio is not just podcasting, but so many people have become accustomed to that term from its traditional media adoption that it's a useful concept. Podcasting is a form of distribution that burst onto the scene in late 2004 due to the convergence of several factors, including the Apple iPod portable music player (replicated but never equaled by scores of competitors), the rapid rise of broadband penetration, and recognition that distribution of audio content could be automated and attached to popular blogging platforms, notably Wordpress. Most potential listeners still had poor connectivity, so the process of alerting a subscriber's computer to new content, slowly downloading overnight to the computer hard drive and then pushing to a portable player was a clever solution to the needs of the time. Apple iTunes quickly became the standard “podcatcher” on both Windows and Apple computers, performing the function automatically once a listener subscribed a podcast.