Before you proceed, know that this post is not meant to prohibit and discourage your business from trying out podcasting (of course not). This just serves as an eye-opener and warning to the possible downside of podcasting. Got it? Then proceed, thanks!
Podcasting, the creation of an audio file made available to the public through download to a portable device, is increasingly becoming a buzz word in today’s businesses. It sounds good to the ears because of its features encapsulated in terms such as Easy! Personal! Simple!
Christian Del Monte, Vice President of Operations for TMA E-Marketing describes podcasting as:
“A new and fast-growing technology that offers businesses a unique reach and gives customers the kind of choice and convenience they are coming to expect”
“A tool that offers a new dimension of information diffusion that can make it easier for your business to establish a deeper connection to its customers than ever before”
Oh jeez. This strongly reminds me of one of our readings: The Gobbledygook Manifesto. (You can relate by now if you had read it)
The perils of podcasting
While podcasting may have its advantages, these are some of its disadvantages when used in business.
Your target must necessarily have an ipod or similar device.
This now becomes an issue of technology and gadgets. While it may be easy for your company to create a podcast with simply a microphone, a recorder, and a software for audio editing, your target audience may not have the devices needed to download your podcast. No matter how easy and convenient you make your podcast available for downloading, if it requires the public to possess a compatible gadget in the first place, then it won’t work.
You are in a danger of an audience tuning out.
Remember that you are always only borrowing time and attention from your audience. If you do not present significant content in your podcast in its first seconds, the listener could easily choose to tune out. It’s unfair, you may say. What if your podcast has an actually great and appropriate content? Then suffice it with an equally great and catchy intro! Don’t allow your listeners to get bored. Offer them interesting and relevant content in the first seconds of your podcast.
You must sustain it and build a following.
Once you started your first podcast, you have to make sure there will be a second, a third, an nth podcast. This is why podcasts are usually presented as episodes. There must be a following. Now this becomes a threat if you are not prepared with a sufficient number of topics to talk about in your podcasts. Or perhaps, you do not know where else to take a discussion you started because you have tackled almost everything in your previous episodes. What do you do now?
There are other disadvantages of the use of podcasting. The important thing is to recognize these and think of possible ways for businesses to minimize and reduce their threats.