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ENGAGE!: The Complete Guide for BRANDS and BUSINESSES to Build, Cultivate, and Measure Success in the New Web by Brian Solis

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Chapter 4

The New Media University 101

Blogs, Podcasts, and Livecasts

As we advance our knowledge of new media, its implications and its opportunities, we realize just how lucky we are to live in the time of the next Web.

At this stage, we review the platforms and tools that define the terrain of the Social Web so that we may build the roads, highways, bridges, and constructs of communications, community development, and goodwill.

But before we jump in, I'd like to introduce a concept to you—one that will make more sense as you scale your socialized communications efforts.

Building and organizing a social media program can be incredibly powerful. As people become increasingly connected and form relationships rooted in passions, interests, and circumstances, distinct communities emerge and evolve—endlessly. And, over time, these communities expand, contract, and shift as they foster dialogue.

These channels distribute information to people when and how they choose to receive, process, share, and interact.

You, me, all of us, we become media.

While once out of reach for most businesses over the years, we now possess the ability to transform any brand of any size into an independent media publishing, broadcasting, and service organization.

The implications are profound. We have the capacity to now reach people far beyond our local television and radio broadcasts and even beyond those of the most prestigious national media empires.

The difference is that this reach is not prescribed; ...

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