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Broadcasters understand Audiences, not Communities

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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