What ‘Social’ Means For ‘Broadcast’ Businesses

There are a lot of fears for SMEs regarding Social Media – mainly that it is a fad, that they will fail at it, and that they will waste money doing so. But as with most fears, these really stem from a lack of understanding. We fear what we don’t know.

What doesn’t help is the buzz-word-heavy jargon, the supposed heavy reliance on technology, the shoddy way in which most agencies provide Social Media services, and the tragic tales of brands who screwed up publicly.

The Social / Broadcast Matrix provides a clear, framed explanation of what broadcast is, how social is its opposite, and how the two work together rather than cancelling each other out.

There are three ways in which Broadcast Businesses can move into Social Business:

1. Socialise your content – make what you produce shareable, conversational, worth passing on.
2. Socialise your channel – change the medium you use, not just the content.
3. Socialise both – the most effective and most transformative approach.

If people can understand what the mindset is, they’ll quickly understand the media.