Adoption of Social Media is tough in Public Radio - what about a virus?
by Rob Paterson
Here is a link to a fascinating video at the New York Times today. It shows how over time, the influence of body shape shifts what is acceptable. In effect, the more we are surrounded by people who are obese, the more acceptable it becomes. As social animals it is not only germs or ideas that we seek to share but even body types.
As I watched this excellent visualization, I could not but think of the ramifications of what I was seeing.
My point is that change is all social. Change spreads like a virus. The video shows the Tipping Point in action.
So why not use this insight in helping Public radio and TV make the changes that it needs? Today Jake Shapiro released his report on how well Stations in Public Radio are doing at adopting social media. Jake is polite. But a careful read tells us that we in public radio are really struggling. In spite of knowing that finding out how to use this well is a matter of life and death, we are holding back. I think that the power of the “This is how have always done it virus” is keeping the old system in place.
At KETC we have found that our summer interns have been a huge help. For them all of this is second nature. It has been sweet to see them speaking up in meetings - they have been so patient with us. It is thrilling for me to see them to see them teaching the old dogs new tricks.
My bet is that the stations that open their doors to lots of young interns will be the ones that get infected with the confidence and the norms of social media.
The intellectual work about adoption has been done. Now the time has come to bring back a host of young into the stations. Deja Vu all over again folks.
