Podcasts

A podcast is a media file that is distributed over the Internet using syndication feeds, for playback on portable media players and personal computers. Like radio, it can mean both the content and the method of syndication. The latter may also be termed podcasting. The host or author of a podcast is often called a podcaster.  - Wikipedia

What is podcasting?

• A podcast is an audio file, podcasting is the medium of distribution and a podcaster is like a talk radio show host, who instead of broadcasting their show via the airwaves, makes it available to download through an RSS feed

How many?

• The number of podcats now exceeds the total number of radio stations worldwide [Source]

• In April 2006, Feedburner reported they were handling 44,000 podcasts [Source]
• According to the PEW Internet and American Life Project, 29% of people who have portable music players and 12% of all Internet users have listened to a podcast [Source]

• The total number is estimated at upwards of 6 million people [Source]

Podcasting is an opt-in medium

•  People download podcasts because they're interested in or care about the podcaster’s opinions and insights

• Some podcasts are syndicated to thousands of people per week, which may seem like a small number but often the people who listen to podcats are early adapters and highly influential amongst their peer groups

Podcasters, like bloggers, can be opinion leaders and influence mainstream media

• Organizations should welcome and respond to feedback from podcasters, just like they would with bloggers
• To start building a relationship with a podcaster, you can leave a comment on their blog or phone in an audio comment

• Create a buzz map and start monitoring podcats in the same way you would monitor blogs

• Podcasts should be monitored for negative opinions or conversation about your industry, competitors, organization or products

• If you discover a podcaster who is talking about an issue that relates to you, you should evaluate what they are saying and determine whether or not it’s a warning sign for a potential crises or an opportunity to build a relationship

• During a crisis, podcasting as a medium can be used to communicate messages internally or externally
• Podcasting is a rich medium that gives you control over your message and allows you to effectively communicate tone
• Internal podcats can be syndicated via the company intranet
• External podcats can be syndicated through websites, iTunes or a variety of third party syndication sources