In the old days of TV, newspapers, and radio — before talk radio, that is — the media world was a one-way street. Companies would buy ads, or solicit positive news coverage, intended to send their messages to their audiences.
That’s not how it works anymore. The media world has changed. Now, your audiences don’t want to passively absorb your messages. Instead, they want to interact with you, mostly online through your website, news media sites, blogs, social networking, and multimedia.
The web has created a new ethos of co-marketing. Your customers and supporters want to help create your marketing with you.
If you’re not up for that, your customers and supporters will go somewhere else. Because plenty of companies and organizations are up for this new level of interaction.
Sure, it’s a bit scary if you’re not used to it. And there are plenty of pitfalls, to be sure. But a little planning can help you use the new tools of interaction to do what you already do best — to connect with people about what you’re passionate about.
And that will surely be better for everybody.