I’m sure most of you have seen the many posts and have probably even discussed the SxSW Sarah Lacy interview with Facebook CEO Zuckerberg by now. Attendees’ barbarian behavior reminds one of an Eagles game, where fans are tried and persecuted by Johnny Law in the stadium (thanks to Jonah for this topic). Yes, raised in Philly, I can see the similarities, but was glad that batteries weren’t used… this time (image by steveso).

Not familiar with Philly fans?  Here’s a brief taste from the Washington Times:

• Eagles fans famously blasted Santa Claus with a shower of snowballs at halftime of a game as St. Nick circled helplessly around the field before stadium officials rescued him.
• In 1999, fans jeered Dallas Cowboys receiver Michael Irvin as he lay on the field for 20 minutes, suffering from a neck injury that ended his career.
• That same year, fans threw D batteries at St. Louis Cardinals outfielder J.D. Drew, who held out for a year after the Phillies drafted him and eventually signed with the Cards instead.
• Matthew Scott, the only person in the United States to have received a hand transplant, was asked by the Phillies to throw out the ceremonial first pitch at the team’s home opener in 1999. The pitch, from his transplanted hand, dribbled over the plate. The fans booed.

This is not a defense of Sarah Lacy. It’s a commentary about our — the social media community’s perception — and how it’s behavior reinforces that perception.

Just to recap what happened, according to Robert Scoble:

Audience members had taken over the interview and Lacy made things worse by trying to argue with them about how well the interview was going. The audience had decided that it wasn’t going well. Later Lacy rubbed it in, by Twittering: “seriously screw all you guys. I did my best to ask a range of things.” She also went on YouTube to try to explain what happened to her from her perspective.

We had turned into assholes. It wasn’t just the back of the room, either. Nor was it just the overflow room. People in the front of the room were yelling out questions. The entire audience erupted for a 26-second applause line when Zuckerberg asked Lacy to ask questions (which confused Lacy, because she was unaware that the audience had been turning against her).

Arrington dubbed it a "witch burning." A similar hijacking behavior pattern broke out at the metrics panel. And it’s hard not to think of last winter’s Gizmodo hijacking incident at CES.

Perception Is Reality

When we talk about the lack of control in communications, we teach our clients that perception is reality. And if that’s the case then the Eagles analogy fits.

As someone who has to constantly explain what social media and blogging is to business people and baby boomers, I am always facing a perception of an unruly horde. People are afraid of us. Not just because we can say and do anything, but because we often fulfill this image. 

Freedom of speech brings great power, in turn delivering responsibility.  Responsibility in social media worlds works like this. Act responsibly (meaning write, report, shoot video, attend conferences in civil fashion) with substance and get rewarded. Act like a barbarian, and well, yeah, your social media buds may slap you on the back. But you won’t rise to the top. You’ll be just another member of the angry mob.

It’s easy to become drunk on unbridled freedom and power.  And unfortunately, because some acted like drunks, we will all be perceived as such. We as an industry acted down to the stereotype (Image by frantz).

Instead of the barrage of heckling at a professional conference, next time just walk out and write the post.  

Deloitte’s Leah Reynolds works as National Practice Leader for Generational Change and Total Rewards Communication on behalf of Deloitte’s clients. During our panel session on reaching GenX and Y through communications and social media tools at Monday’s Human Capital Summit Session Reynolds shared some of Deloitte’s Multi-Generational Initiatives group’s experiences (run by Stan Smith) generational change. Deloitte is applying what the knowledge learned internally at Deloitte to client engagements.

Leah took time to sit down with me and chat a little.  We discussed (four minute plus podcast here):

• The very successful Deloitte’s Film Festival campaign, which engaged more than 30,000 or almost 25% of Deloitte’s staff
• Some of the challenges of engaging and keeping Deloitte
• The customization of individual career paths within Deloitte
• Deloitte’s open and respectful culture

Also see the Deloitte Film Festival Channel on YouTube.  Write ups of the Film Fest were in the Wall Street Journal and other media outlets.

Like radio to TV, the Internet and print, podcasts can be seen as an afterthought compared to its other new media brethren video, social networks and blogging. Yet this narrowcast medium can offer fantastic narrowcasting benefits to the content creator who dedicates himself to the craft of audio.

Statistics tell a different story than the perceived afterthought. eMarketer expects a significant increase in podcast consumption this year. The current 18.5 million in the U.S. (or six percent of the population) isn’t too shabby. A more than quadruple increase to 65 million in five years will be even more impressive. eMarketer says the audience growth will fuel US spending on podcast-related advertising increases to $435 million in 2012, up from $165 million in 2007.

Perhaps even more alluring, podcasts seem to attract audiences from all demographics, says a second eMarketer report. Five demographics have double digit ownership of the total market share, and men and women seem to listen to podcasts equally. The same report  showed an even breakdown in the percentages of US podcast listeners in four income brackets: $25K to $50K; $50K to $75; $75K to $100K; and $100K and above.

Radio Support Can Better Podcasting

Maybe the sex appeal lacks luster because podcasting has been around for so long that it doesn’t  have the sheen other media forms do. Or maybe the media form is just lest engaging and harder to use. As a result, it doesn’t generate the same excitement.

Blogging and video have both enjoyed the attention and support of their fourth estate counterparts in print (newspapers and magazine) and broadcast/cable. Unlike its brethren, podcasting has not received the same love from radio broadcasters. 

Yes, radio shows are posted online — usually days afterwards — but not through the same mechanisms that most podcasters use for downloads (for example iTunes). And often radio shows will simply rebroadcast from the web page instead of allowing downloads. 

There are some exceptions with some products like ESPNRadio shows available for podcast. And eMarketer listed terrestrial radio’s use and promotion of podcasting as a primary growth factor.  To me this is the key.  The Fifth Estate’s growth in many ways was fueled and created by the Fourth Estate.  When terrestrial (and satellite) radio propagates podcasts regularly and openly, I expect to see a tremendous podcasting boon.

Social media marketers cannot afford to ignore podcasts.  They can garner a tremendous boon for their communities with audio.  Consider that Cisco experiences nine time consumption of its podcasts compared to its traditional web pages.

Marketing and PR Specific Examples 

Sometimes examples speak louder than theory. Consider how successful Shel Holtz and Neville Hobson have become in our own space because of their renowned For Immediate Release podcast series. How about C.C. Chapman who has become known through social media circles first for his stellar podcasting skills?

My fellow panelist today at the HCI Summit (I’m liveblogging this event here) Lisa Orrell has a fantastic podcast that’s listened to in 17 countries by 3,000 people. Lisa, a marketing expert who focuses on Gen. Y and millenials, says the podcast has taken a life of its own (photo features Lisa Orrell, Human Resource Executive Editor and Publisher David Shadovitz and myself)!

Media Bullseye’s Sarah Wurrey does a weekly round-up of top PR podcasts every week called PR PodJots. This is a great round-up for podcast fans.

Locally in DC, Technosailor’s Aaron Brazell and I host a weekly live podcast "District of Corruption" via BlogTalk Radio.  This is a Diggnation-esque semi-punk take on the local DC social media community (and larger events, too).  We seem to be developing a loyal local following.  Additionally, some of the Buzz Bin’s most viewed posts have been our podcasts.

First up, local agencies, marketing and PR managers need to be aware of the Apollo Awards.  This is a great opportunity to get your company recognized for having an outstanding learning culture.  The deadline is next Friday, March 14. LComm client Helios HR and Washington Smart CEO magazine are organizing. Details are here.

DC Has a Tech Chip on Its Shoulder

Co-host Aaron Brazell and I (photo from MashMeet DC last night) had a really good chat on District of Corruption Episode on DC’s Psychological Complex in regards to Silicon Valley. This debate got started around a particular issue: "Are DC Start-Ups Developing a Complex," introduced on East Coast Blogging.

The hub bub surrounded a Washington Post article featuring LaunchBox Digital. LaunchBox Digital was supposed to support DC firms, but funded a Silicon Valley firm first. We ended up concluding that while a PR gaffe, this was just a business decision.

Aaron followed up with some more commentary yesterday on the topic. He basically stated that DC hasn’t earned the respect we want in the 2.0 world from a tech start-up perspective. 

I’d agree with that with a couple of caveats. It’s important to note that there are huge technology companies here.  They just can’t talk about what they do as their primary customer is the government. As Lockheed’s tag says, "We Never Forget Who We’re Working For," and it isn’t ValleyWag. Also, there’s a substantial 1.0 group of telecom, biotech and IT companies still surviving in the I-270 and Dulles corridors.

But this is not social technology haven. And we should not kid ourselves (sorry, Ann): The growing respect the region seems to be developing must be earned through hard work, a conscious effort to unify through events like Podcamp DC, Bar Camp and BlogPotomac, and deserved successes.

MashMeet DC

Speaking of respect, one of Silicon Valley’s larger voices Pete Cashmore came for a little visit last night.  Like Ann, I skipped the PowerPoints (ugh!). 

Other blogeratti notables in attendance included Aaron, Shana Glickfield a.k.a. The DC Concierge; Peter Corbett, iStrategyLabs; Andre Blackman, Antibio.tech; a few folks from the Viget Labs team (Josh Chambers, Spec.ta.cles; Samantha Warren (pictured above with Cashmore) with Bad Ass Ideas; Ryan Moede, Social Media); Steve Field, The D-Ring; Nick O’Neill, Social Times,  and many more (please forgive me if I forgot to link you).

Our newest team member Qui Diaz (joining Livingston on March 17) organized the event. Technotheory’s Jared Goralnick (pictured below on the left with Shana Glickfield and Ryan Moede) had some nice photos on Flickr, and  I also have some less than nice photos on Flickr.