baby steps to ‘edge competencies’
For many old school media companies, using sites like MySpace and Flickr seems like a step in the right direction — moving away from one-way communication towards accepting the fact that people demand a conversation.
Umair likes to write about Edge competencies. There isn’t a mainstream media company that has edge competencies (”leverage cheap coordination strategically”), but here are a few creative examples of companies stretching to engage audiences in new ways:
- NBC: Using Google Video for Olympic clips
- Local TV stations, like WZZM using MySpace and Xanga
- The Cleveland Memory Project taps into Flickr’s online photo mindshare by offering several photos that link through to their main site
These companies are reaching for the edge but time will tell if they truly reach out and create user-generated conversations, such as the ones that can be found on newsvine and fark.com.
Categorized as television, websites