While podcasting is still a relatively new concept for traditional organizations, leveraging on this technology can give organizations an edge over competitors. Organizations can use podcasts for company updates, product announcements, interviews with key people in the organization or to share information on just about any topic. What separates podcasting from other social media applications is that one can play a podcast while simultaneously doing other tasks. Podcasting allows organizations to enhance online visibility, reach out to different stakeholders, create an emotional connection with stakeholders and develop a loyal listener audience.
Even though podcasting is mainly a one way communication channel and is considered not conducive to engaging consumers in dialogue, it is still a very useful tool for sending information to diverse stakeholder groups. The key is for organizations is to create conversations with stakeholders and engage them. Using podcasting as part of the marketing mix and integrating it with other communication channels is the best way to promote a two way symmetrical dialogue. As a consumer, what would you look for in a podcast?
From the point of view of a consumer I would like to listen/view a company's newsletter on a podcast as this is a material that does not require a lot of interaction but provides some important and sometimes landmark information about an organization.
ReplyDeleteThanks for sharing Paromita. I do agree that hearing about a company's newsletter on a podcast can provide useful information to stakeholders while also establishing a connection between them and the organization. : )
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