Terry Heaton’s New Guildlines for Media

Terry Heaton is a local broadcasting consultant. His blog should be a regular read for those interested in how traditional media is or isn’t heeding the call of new media.

From the post:

“In his new book, Get Back In The Box, Doug Rushkoff writes, “The internet is not a technological or even a media phenomenon; it is a social phenomenon. And in this sense, interactivity has changed everything.” So media success in the new world will largely be measured socially, and one hopes that we all will learn a little more about ourselves and each other in the process.

So how can we restructure value for advertisers and ourselves in the marketplace of conversation?

  1. Respect. This basic rule of life is cited in the Biblical mandate to “give and it shall be given unto you” or “as you wish to be treated, treat others.”
  2. Genericize. We need the courage to see that even our best “brands” can have baggage, and it usually comes from the hype associated with the brand.
  3. Fluidity. This is a measurement of our ability to have our products and services read and viewed beyond our control.
  4. Influence. Technorati is providing this through measuring inbound links to various information websites. It’s a sound method of determining which voices are providing leadership in the conversations that are news these days.
  5. Trust. Trust networks are like amoebas that move and shift based upon the shifting values and beliefs of the trusters.
  6. Transparency. In hiding behind our hype, we’ve painted ourselves into a corner of mystery and intrigue that people increasingly see as suspicious and often hilariously self-serving.
  7. Credibility and reliability. Based on their adherence to professional codes and traditions, media companies falsely assume they are automatically granted these two sides of the same artificial coin.
  8. Listen and Link. These are from the fertile mind of Jeff Jarvis, but I think they’re overlooked in terms of real value.”

Go read the whole thing.

About Daniel Davenport

Daniel is a digital media executive with internet and broadcast experience. Daniel is currently the executive strategy director at THINK Interactive.

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