[UPDATE:] A slightly updated version of the Future of Media Strategic Framework, together with lots of related content, is available in the Future of Media Report 2006.

Future Exploration Network is organizing the Future of Media Summit, which will be held simultaneously in San Francisco on July 18 and Sydney on July 19 to explore the evolving world of media. In preparation for this, we’ve prepared a Future of Media Strategic Framework. The intention is to provide a framework and starting point for useful discussion before, during, and after the event. It is by no means comprehensive, but rather a project to pull together in a coherent way some of the key themes on the table as media evolves, how they relate, and the strategic questions that media organizations of all stripes need to consider.

The Strategic Framework and explanation below are work in progress. These are early versions, and a small part of what will go into the Future of Media Report, which will be produced just before the Summit, and be available to all Summit attendees in both Sydney and San Francisco. This will also include research comparing the US, UK, and Australian media markets across traditional and social media, major trends in media, and more.

Click on the image for the Future of Media Strategic Framework pdf (293KB)

Future of Media Strategic Framework: Diagram Explanation

The symbiosis of mainstream and social media

A symbiotic relationship is emerging between mainstream media (such as newspapers and broadcast), and social media (such as blogs, podcasts, and online social networks). Mainstream media and social media feed off each other. Blogs provide a vast public forum for discussion of content provided by major media. Leading blog search engine, Technorati, has enabled every online piece on The Washington Post, Newsweek and Associated Press newspapers to display the complete blog discussion about that article, turning an article into a conversation visible to all. At the same time, it has become common for mainstream media to quote blogs and bloggers, sometimes exclusively, and the conversations between bloggers often provide the ideas for media stories. Together, mainstream and social media create a single media landscape in which we can all participate.

Strategic questions: How can you best draw on social media for content and ideas, and facilitate social media commenting on and annotating your content?

Key features of social media

Conversation is almost by definition the heart of social media.

Relationships between people and ideas emerge in a very different fashion from the one-to-many configuration of mass media.

Annotation is commentary on and reference to existing information and ideas. This will soon spread into geospatial annotation, where conversations are generated around physical locations.

Self-exposure is a more powerful driver of social media than self-expression. The exhibitionism and associated voyeurism of blogs and social networks are a key factor driving participation, as Richard Watson points out.

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Dr Nora Barnes, Director of the Center for Marketing Research at the University of Massachessets, has recently produced a very interesting report titled: Behind the Scenes in the Blogosphere: Advice from Established Bloggers, based on interviews with 74 bloggers who are “some of the biggest and best in the business” of corporate blogging (including myself, though this description may be a bit of stretch in my case). It brings out some very interesting points – Dr Barnes has distilled some great insights from the interviews, as well as compiled very useful statistics and complete quotes from the bloggers on their advice to those undertaking business blogging. Steve Rubel picked up on the fact that the first “Blogosphere Truth” is that blogs require time and commitment. Yup, blogs do not write themselves… But for many writing blogs can be a very worthwhile investment of time and energy.

AOL, part of one of the big five media conglomerates, is going in a big way into user filtered content. It is taking the Netscape brand, which has lost profile but is still very powerful, and under the wing of Jason Calacanis, whose Weblogs Inc. was bought by AOL last year, creating a new kind of news site. Most commentary on AOL’s move, such as that in the New York Times, points to the similarity of the site’s workings to Digg.com. Over the last year Digg has become massively popular, now attracting 8 million visitors a month, putting it in the top league in the media site stakes. Digg very simply allows people to submit pieces and news on the web, and the readers to collectively vote on and select what’s most interesting. The best floats to the surface. Digg has just announced a move to encompass a whole range of topics, rather than just the tech domain it has covered so far.

Where AOL is going beyond Digg is in employing a couple of dozen full-time and part-time “anchors”, who are journalists/ bloggers who will comment on and build on the stories that the audience deems the most worthy of attention. This brings the symbiosis of mainstream and social media that I have often talked about to the fore in a new model for media. Media-employed journalists are guided by and feed back to the readers. As Richard Watson has pointed out, the Wisconsin State Journal selects its headlines every day on the basis of voting by readers the previous afternoon. AOL’s model takes the integration of media and audience yet further. User filtered content is the big, big emerging space. There has been much talk of user generated content, however there has been less talk of user filtered content. The two domains can be combined in a variety of ways. Examples include:

User created, user filtered: YouTube

Media created, user filtered: Digg

User created, media filtered: Current TV

Media created, media filtered: CNN

AOL’s lead move here will undoubtedly be mimicked by other large media groups – this is the way of the future.

The other day I had lunch with Ray Kotcher, the global CEO of Ketchum PR, and a leading light in the public relations industry. From our extremely interesting and diverse conversation I’ll touch on just one topic: whether the PR industry (or any of its participants) will grasp – or leave lying – the opportunity that lies before it. As I discuss in my recent article on the future of PR, the issue today is about reaching people who are awash in a sea of messages, coming from friends, acquaintances, traditional media, online sources, advertising, and the world at large. Advertising – which is how companies have traditionally spent money to reach their targets – is waning in influence among the flood of messages. In addition, advertising is just what it is – an isolated message to a consumer – and as such is immensely less influential than a dialogue or interaction. So, in the vast space that involves playing in the totality of the flow and interplay of information and influencing people, who will create the most value?

On the face of it, the PR industry is the best positioned to do so. Traditional media will always provide a central (though gradually smaller) share of the messages people are exposed to, and no industry other than PR has the expertise to work with the media industry effectively. As Ray put it, dealing with the media is “heavy lifting” – somethng the other disciplines don’t have the expertise to do well, don’t know how to make money at and often see beneath them. “New” media in fact has many similar characteristics to traditional media. Certainly many grievous mistakes have been made by PR firms in dealing with blogs and bloggers, but they are learning, and prominent bloggers, as key influencers in the emerging world of media, need to be communicated with in a very similar fashion to journalists. However public relations is still caught – certainly in perception and to some degree in reality – in the world of “spin”. It is difficult to get out of the habit – and clients’ expectations – of pitching stories and hype. To move from PR to encompassing the entire domain of how people are touched with information, and the sum of the influence networks, is an enormous leap. The structure of the global communications conglomerates also stymies innovation by segmenting specialties among different firms, and often discouraging direct competition. Can any of the current players in media, advertising, marketing, and PR shift into the encompassing space of meme propagation? Perhaps. The reinvention of the advertising, PR, and communications industries will happen apace over the next years. There are golden opportunities to be seized.

Since our conversation, Ray has pointed me to the commencement address he made at Boston University College of Communications, titled Join the Conversation. It’s a great piece, well worth reading, that shows that Ray really understands the forces at play here. His clearly deeply-felt admonition to “join the conversation” is the antithesis of the attitudes of corporate leaders clinging on to the rapidly disintegrating, rigid structures of yesteryear. He finishes his speech with personal advice to the students, including:

Engage your curiosity

Never forget your integrity and credibility

Develop your voice

Foster your creativity

Take with you passion