Web 2.0 and Social Media for BusinessChapter 4: Beyond Blogging: RSS and Podcasting: Part B Roger McHaney, Kansas State University
Why Podcast?2 Podcasting emerged for same reasons that blogging did: Provides easy, low cost method to get out a message Uses same technologies as blogging Comparable to radio, except without FCC oversight and many costly entry barriers Provides mechanism for businesses to instantly connect with clients, potential customers and other stakeholders A business becomes a broadcaster
What is Podcasting?3 Similar to blog posts except text replaced with audio files Involves uploading digital audio files (generally in MP3 format) to a server where Internet users access material from an audio player, mobile device, or computer Uses XML format to ensure cross-platform compatibility Can be syndicated and published using RSS technology Web infrastructure has grown up around podcasting
Access to Podcasts4 Apple’s iTunes and Podcastalley.com index and provide access to thousands of regularly produced podcasts. Businesses, organizations, and individuals have created programs ranging from political opinion to comedy to business advice. Some broadcasts are decidedly amateurish, however many businesses produce professional material and spend a great deal of money to get their message out on the Web
Business Enters the PictureTraditional podcast formats modeled a radio showusing a charismatic hostPodcasting in business has progressed to become apowerful tool used by marketing departments andothers to connect with prospective clients, existingcustomers, and other strategic partners like membersof the media, shareholders, employees and otherstakeholders.
Primary Business UsesAllow customers to tell their stories. Customer interviews can berecorded and featured on company Web site or blog.Company events can be recorded and rebroadcast. Trainingsessions, expert talks, and other company events can be used aspodcast content.Create connections with podcasts. Industry experts and authorsare open to interview offers.Interview employees. By creating podcasts, employees,customers and prospective clients can get to the staffBuild a strategic network. Interview and podcast key membersof a business or industry (e.g. trade associate president,chamber of commerce president, and others).
Podcast NameThemes are used in name selection for a podcast seriesName should reflect the expected contentMust consider Web searches that will use the name and link it to users’key wordsAcquire a domain name that matches the podcast name so listenersfind the broadcast more easilyWill enable additional indexing on Google, Bing, and other searchengines
Podcast Structure (con’t)A podcast script can help guide the program and provide asense of confidence as the recording progresses. Since mostpodcasts are not live, the recording can be edited andrerecorded in spots to make the final version sound professional.Many podcasts are cleaned to remove the ‘ahhs’ andmisstatements that have been made.
Constructing a PodcastPodcasts can be recorded in a variety of ways ranging from freetools available for any computer to using expensive, professionalstudios.Quality of the broadcast will be affected by the resourcesavailable for the project.Depending on the goals of the podcasts, different approachesshould be considered.Professional sounding podcasts can be created without a largeinvestment.Balance between cost and quality is where many smallbusinesses set their focus.
Recording and Mixing HintsCreating a podcast is more than justhooking a microphone to a computerand pressing the record button. It isimportant to create an environmentfor recording that will ensure that thebroadcast sounds natural andeliminates distractions for the listeners.One approach is to create a smallrecording studio in a quiet setting withacoustic material on the walls.
More Recording IdeasA single person monologue is the mostbasic form of podcast.Podcasts can be become complex asmore voices are added to thebroadcast.Interviews, guest speakers, question/answer sessions, and call-incontributors can make the podcastinteresting but also complicaterecording.
Podcast HostingFinished podcastneeds to be putonline. Self hostingcan result inbandwidth concerns.
PodcastHosting and moreServices such as LibSyn and HipCast facilitate listing podcasts oniTunes and other indexing and sales services. Tools for monetizationare also available. Advertising options, methods for selling and paidsubscriptions and other features are provided.
Publishing with Feedburner Permits a user to publish a blog or podcast URL. This makes the podcast available for subscription using any newsreader or feed reader. LibSyn automatically does this for an account holder
Publishing with iTunes Podcasts published on an organization’s Web site can be submitted to iTunes. The process is straightforward: 1. Open iTunes 2. Login to the iTunes Store (the business or user will need an account) 3. Click on ‘Podcasts’ (located on the left sidebar menu) 4. Click ‘Submit Podcast’ 5. Enter podcast feed URL that was acquired from FeedBurner 6. Confirm details and submit 7. Receive email upon acceptance
Podcast ReceiversA podcast receiver or client is needed in order to find, subscribe, andlisten to broadcasts. Software used for this purpose may also bereferred to as a podcatcher. The first podcatcher, iPodder, wasdeveloped by Adam Curry (a former MTV videojockey) and DaveWiner, an early developer of RSS technology. iTunes is a podcastreceiver.
SummaryBusinesses can benefit from using new Web 2.0 tools topublish and broadcast content.Potential customers can learn about new products,coming business changes, and the people that run acompany by subscribing to RSS feeds to receive blogs andpodcasts.New technology has made it possible to create highquality online audio broadcasts using low cost equipmentand software.
Slide Media from:Slides Prepared by Professor Roger McHaneyKansas State University PresenterMedia.comTwitter: @mchaney email@example.comBlog: http://mchaney.comEmail : firstname.lastname@example.org 4416 S. Technology Dr Sioux Falls, SD 57106
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