Friday, July 27, 2007
With their mission to reflect the community, are public radio stations more likely to take the new media plunge? Have they adapted faster to blogs, wikis and social media? A new report out this week from American University's Center for Social Media has surveyed staff at U.S. public radio stations and developed case studies of four that successfully incorporate social media in their offerings. The results? "Ambivalence about social media" abounds: "Station executives both seek to explore social media opportunities and also resist experiments, because of lack of knowledge, because of resource allocation, and because of institutional culture," the report notes. At the same time, the case studies hint at the possibilities, and offer communicators a glimpse of what stations are seeking as they develop content.