Broadcasters understand Audiences, not CommunitiesLaatste update: 26/01/2011
Bron: Mark Ramsey Media
What’s the difference between an audience and a “community”?
As David Siteman Garland puts it in his book Smarter, Faster, Cheaper: Non-Boring, Fluff-Free Strategies for Marketing and Promoting Your Business:
A community is not an audience. An audience passively listens, watches, or reads. A community interacts, questions, challenges.
An audience is one-way, not interactive or social. An audience doesn’t participate or share with others.
A community, on the other hand, is a two-way conversation – a living, breathing thing. Extremely interactive, social.
The biggest problem broadcasters have with their digital assets is that they view these assets as extensions of radio brands which function in a similar fashion. That is, they mistakenly think the purpose of their digital assets is to attract an audience.
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