Social media and the anti-broadcast

As a marketer, I guess the trouble with broadcast media is that it isn’t quite as broad as it used to be. 3000 channels rather than 300 or 30 (heh… or 3 as I seem to recall from my early childhood). 200+ satellite radio stations (or whatever number they’re up to now), all commercial free.

To me, one of the interesting things about broadcast is what is positioned as the anti-broadcast. I recall the days when Xerox trumpeted the virtues of one-to-one marketing… everything was going to be infinitely personalized to you. Only you. Exclusively yours. etc. Well, that works pretty well I suppose when you’re printing utility bills or investment updates – but when something is for your eyes only, it is completely void of community.

I think that part of the reason social media works is that it is narrow enough to deliver information / entertainment / etc. that is rather uniquely suited to a specific area of interest, while being just broad enough to foster community.

With all of the other differences that social media brings versus traditional broadcast (transparency, 2-way conversations, etc.), perhaps social media is the perfect anti-broadcast.

What do you think?

Previously posted on

Other Posts

Improving Distributor/Dealer Accountability

Distributor network

Account Based Marketing (ABM): A Primer


4 Ways to Make Business Development Strategies More Human

Good design considers the experience of the user

Coming up with ideas for web design on paper

You are using an outdated browser. Things may not appear as intended. We recommend updating your browser to the latest version.