How many of you remember the Social / Broadcast Matrix? If you don’t, you can quickly catch up, or just follow the diagram below and I’m sure you’ll get the gist:
The Social / Broadcast Matrix says that there are four configurations for media, based on whether your channels and your content is social and/or broadcast.
There are two polar opposites when it comes to media: Social and Broadcast. In fact, these aren’t the polar opposites of media, they are the polar opposites of communiction.
Broadcast is about one-way, push communication. Social is about multi-way, pull communication.
Social is in actual fact our default communication method (a conversation where both people speak and listen in turn), whereas broadcast is what happens we begin to duplicate communication and push it out.
If you follow the axis in the Social / Broadcast Matrix (full post on this model), you’ll understand that there are four modes:
Broadcast/Broadcast is where both the channel and the content is pushed (like traditional TV.)
Social/Broadcast is when we find broadcast content socially distributed and consumed (like a PR blog or Passive Publishing Twitterfeed.)
Broadcast/Social is where the channel is broadcast, but the content is social (like reality TV.)
Social/Social is where both channel and content are social (like Facebook or Google Wave.)
We can then see that there are three social strategies: Continue reading
