How many people do we know actually listen to podcasts on a regular basis? If you had a group of 20 of your family members or closest friends in a room and asked the question “Who knows what a podcast is?” To take a stab, I’d guess many would probably have heard of a podcast, but might not know what it is.
In an article by Socialbrite called Should your organization launch a podcast?, Kyria Abrahams discusses some issues about podcasting and states that few people listen to podcasts anymore. And if they do, it’s nearly impossible to measure!
So what companies should use podcasts? If any at all? UNICEF.org and NPR still have popular podcasts sections. But these companies already have a radio presence and the podcast is really just a way to deeper drive brand affinity. So they are taking pre-existing radio programs, and simply podcasting them. If you already have the resources and material (like NPR and UNICEF.org) then by all means, podcast it! But with all the social media platforms that companies are trying to keep up with, should podcasting really be at the top of the list?
Podcasts aren’t completely dead but there is a lot of work that goes into creating something that looks so simple. It’s all the more important to make sure your podcast is part of a bigger social media campaign or program. Although there are some pros to podcasts, including that they allow people to do their work while listening to one.
So while podcasting is still being used by some audience, before you begin podcasting, your company really needs to evaluate if the benefits of a podcast will outweighs the time and cost of creating one.
Do you agree? Are podcasts dead or are they still useful for companies?