What You Talkin' About?

After the Web 2.0 Expo was over, I joined some fellow conventioneers for beers at a little beer bar in the Alexanderplatz station.  We were chatting about many things; shoes, ships, ceiling wax, cabbages and kings (the usual stuff).  While chatting with Karin Hoegh, the subject of podcasting (a series of audio or video digital-media files which are distributed over the Internet) and how it’s being used in Europe came up. 

Let me give a little history about my experience with podcasts. I did a horror sub-genre podcast for over a year and half before moving to Sweden.  We did really well and after ending, inspired others to pick up our mantle.  I have a good number of friends back in the States that podcast.  I love podcasts and if you were to pick up my iPod Shuffle, you would find nothing but podcasts on it.

I was surprised when Karin told me she felt that podcasts are under used in Europe.  In the U.S., podcasting is huge.  Everyone with too much time and a misguided opinion appear to have a podcast.  It is one of the easiest and cheapest forms of mass communication available to the average person.  All that is required is a web hosting service (Libsyn), a microphone, a computer and some kind of audio editing software (audacity is free for the PC). 

From zombie movies to social media to planting tulips, if you have an interest, there is a podcast for you.  In iTunes, the podcasting section has a program on basically anything you can imagine.  My experience in Sweden has been most people don’t listen to podcasts and fewer are creating them.  I have to wonder why not?  What better way to create a community around a brand or subject than an easily downloadable sound file that can exisit on the Internet for pretty much forever.  My defunct podcast is still out there in the ether freely available for anyone to download even though I no longer pay to have it hosted. 

So why aren’t more people podcasting in Europe?  I feel it’s a lack of knowledge about what podcasts are and how to use them.  Podcasts tend to be based upon personal interests.  If you have a hobby or interest you’re crazy about, podcasts are a great way to share your love of a subject and get other people talking as well. 

But how can businesses use podcast to promote their products without feeling like an extended commercial?  Commercial podcasts need to provide a service.  Anyone will listen to a commercial if they feel they are getting something out of it.

If you’re a travel site, talk about different places to visit and specials you have to travel there.  If you own a restaurant, talk about cooking, recipes and events in your area.  Have an auto dealership? Talk about latest models, compare and contrast them or offer repair tips.

Imagine you’re in school taking physics and you’re having a hard time memorizing the material.  What better way to learn material than on your favorite mp3 player while you’re jogging you can listen to lectures over and over?  Or you want to visit a city and they have a podcast about different shops, locations and events taking place.  Imagine how helpful it would be to have Microsoft do a weekly podcast talking about tips and tricks with their software directly with the people developing it.

The possibilities are limitless and the cost is inexpensive.  So why don’t you have a podcast?

Stefan Halley is the Digital Project Leader for The Duffy Agency.  He loves to talk about social media and won't shut up about Twitter.  Don't get him started.