Its seems all the web is abuzz with idea of user generated content (UGC). And well it should be. Whether it is YouTube, MySpace, or your local newspaper’s web site, millions of everyday people are writing comments, posting videos, and creating web pages for millions more people who spend hours, surfing, viewing and interacting with this home grown content. The entire trend is just one more example of the "control" culture fostered by countless technology trends iPods to DVRs. What we are witnessing is the culmination of what started 25 years ago with the most basic remote control for your television.
But as broadcasters, we serve the role of arbiter of taste, court jester, and oracle. The very essence of what we do is to determine what the mass audience needs and wants and blast it out to them. But remember, your audience now has different expectations. At a minimum they expect to directly influence their media experience if not completely control it.
This is why you should embrace the idea of user influenced content (UIC). Embracing UIC is simple and goes a long way to telling your audience that you are listening and that they are directly influencing the broadcast while still leaving you in control. Here are some examples that would make good use of your StickyFish platform:
-Post a survey that asks listeners to pick their 5 favorite songs from a list of 40. Each Friday, run a feature that plays "The VIP Clubs Top 5". During the feature remind listeners that they can influence what they hear on air by joining the VIP Club.
-For hot talkers, post a survey each morning and ask listeners to input their "hottest" issue. Then at a fixed time each morning have your on-air team pull the results and give a 30 second rant on the subject. Remind listeners they can determine the "hot" issue by becoming a member of the VIP Club.
You get the idea! Now run with it!
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