Looks like the first battle in the war to control the unfolding nuclear narrative has been won by the incumbents, the nuclear lobby. If CJR is to be believed they’ve set the table from which the media is now working, in the US at least.

The term “nuclear renaissance” has been used to characterize the current state of the industry in a number of stories this week concerning U.S. policy in the wake of Japan despite this lack of construction. The suggestion of a renaissance, though, stems from the idea that loan guarantees for nuclear in the Clean Energy Act, combined with a new preference for “greener” nuclear options over greenhouse-damaging coal energy, have put a number of new nuclear reactor projects in the pipeline. Thus, the “renaissance” of this sixties/seventies favorite technology. The press is now asking if events in Japan might have changed the course of that rebirth. But they’re not necessarily questioning the nature of the rebirth itself.

What does this mean?

via Japan’s Quake and Political Fallout : CJR.

Twestival’s global comms centre. Photo (cc) allofoto

Do you work on a campaign, an event or maybe for a global company? How do you communicate minute to minute with your co-workers and volunteers if they aren’t in a cubicle beside you?

Tuesday’s are the fun days at Twestival. I start with a 9.30am Skype call to Twestival Australia and end about 11pm with a call into the US. In between there are Skype and GoToMeeting calls with other regions, maybe a webinar with local organisers, lots of Twitter and Facebook updates, a tonne of e-mail, and maybe a phonecall or two if absolutely necessary. I imagine that’s pretty standard for anyone organising a global event or campaign, it’s coming towards the end of International Women’s Day as I write this and I bet the organisers are still knee deep in digital communications.

The question arrises, or at least it does for me, what’s the best channel to use in different situations. And pertinently for campaigns, or volunteer led (and I mean led) events, how do we convey enthusiasim, excitement and urgency in a digital space without pissing people off who are busting their ass for our cause. In particular I’m referring to those moments when we need to communicate digitally one-on-one or one to a small group. I’ve had to think about this a lot over the last couple of months and it is safe to say Twestival is rubbing my nose in some new insights.

• Twitter: @cian has been active for four years but Twestival has totally opened my eyes to how effective Twitter is at one-on-one active engagement. Particularly with people who want to engage more but aren’t sure how. An email is too much hassle, Skype too invasive, but sending a public @ message shows social recognition, trust and can enthuse in a big way.
• Skype: Simply the best way of pretending your virtual coworker in in the vicinity. You can decide if that’s a good thing.
• GoToMeeting: Want to conference call, share screens and maybe pull someone in to a call whose timezone means she’s already in the pub? Bam. Diary management overhead is high, but maybe you’re an organised type.
• E-Mail: Ugh, want a permanent paper trail, fine, but don’t expect anyone to thank you for it, or be able to find that password you sent three hours ago.
• Facebook: Want to start an avalanche of enthusiastic chatter? Facebook is the goto place. Check out the Twestival Local logo gallery for a prime example of an initiative which allows that 1% of creators to engage the 99% of commentators and observers.

These points are nothing you have not read before, but all too often we shove the right message down the wrong pipe and then wonder why our team of organisers or volunteers aren’t delivering on project goals. We spend a lot of time chin stroking over the right message, whilst doing that it’s vital to consider also the medium. I’d love to hear other insights from the field, tell me what you use in these situations.

This really is an incredibly impressive essay from Cory Doctorow. The best defence of online activism I think I’ve read. I’ve pasted the four closing paragraphs below. They are worth considering for a couple of reasons. First off, Evgeny Morozov’s The Net Delusion may be wide of the mark overall, but it is still worth pausing and reflecting that even in 2011, a tweet is unlikely to change the world, by itself. Though as I mentioned previously, tweets can of course lead to amazing things.

Second factor, if activists want to preserve open systems and net neutrality, we’re going to have to go out and fight for it. Doctorow points to mobile gateways which rather than opening the walled gardens of early century providers, seem to be stacking the razor-wire higher. The Mac App store will be followed quickly by content lock-ins if the newspaper industry can get their act together. And there lies the path of danger.

The world needs more people seriously engaged with improving the lot of activists who make use of the net (that is, all activists). We need to have a serious debate about tactics such as the Distributed Denial of Service – flooding computers with bogus requests so that they can’t be reached – which some have compared to sit-in demonstrations. As someone who’s been arrested at sit-ins, I think this is just wrong. A sit-in derives its efficacy not from merely blocking the door to some objectionable place, but from the public willingness to stand before your neighbours and risk arrest and bodily harm in service of a moral cause, which is itself a force for moral suasion. As a tactic, DDoS has more in common with filling a business’s locks with super glue, or cutting its phone lines – risky, to be sure, but closer to vandalism and thus less apt to convince your neighbours to look sympathetically on your cause.

We need to fix the mobile internet, which – thanks to closed networks and devices – is more amenable to surveillance and control than the fixed-line variety. We need to fight the move – driven by entertainment companies and IT giants such as Apple and Microsoft – to design devices to work covertly and without the consent of their owners in the name of protecting copyright.

We need to pay heed to Jonathan Zittrain (another scholar whom Morozov both dismisses and then later inadvertently agrees vigorously with), whose The Future of the Internet warns that the increase in crime, sleaze and fraud on the net will cause user fatigue and make people more willing to accept locked-down devices and networks that can be used to control, as well as protect them.

We need all of this, and a serious critique and roadmap for the future of net activism, because the world’s oppressive regimes (including supposedly free governments in the west) are availing themselves of new technology at speed, and the only way for activism to be effective in that environment is to use the same tools.

I’m halfway through Charlene Li and Josh Bernoff’s Forrester backed study on social technologies “Groundswell“. Their definition of groundswell:

A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.

100 pages in there hasn’t been anything earth shattering in terms of unexpected insight, though the case studies and different approaches of different industry are worth reading. What is great is the raw data that Li and Bernoff have access to and expose.

From a European perspective some of this data is more than a little troubling. Some hard facts:

Percentage of online consumers using RSS in 2007:

• US: 8%
• UK: 3%
• France: 5%
• Germay: 4%

And some figures on blog and UGC usage (US – UK):

• Read blogs: 25% – 10%
• Comment on blogs: 14% – 4%
• Write a blog: 11% – 3%
• Upload UGC video: 8% – 4%

Yet the percentage of users visiting social networking sites is much more evenly balanced with the US at 25% and the UK at 21%.

Again usage rates differ significantly when it comes to participation in discussion forums and postings ratings and reviews:

• Participate in discussion forums: 18% – 12%
• Read ratings and reviews: 25% – 20%
• Post ratings and reviews: 11% – 5%

And again when various social media roles are looked at the level of engagement of UK audiences are roughly half that of US audiences. Why is this? In some markets lack of broadband is cited as a reason, but it doesn’t take a 2 meg connection to use Google Reader. Similarly, engaging in review cites such as CNet isn’t a high bandwidth task.

Is there then sociological reasons at play? Are Brits simply less inclined to both complain and applaud products and services online? Are they less willing to experiment with new media and plaster the results all over Flickr and YouTube? It would appear so but keepfakingit isn’t so sure why.

Li and Bernoff ( or maybe I’ll call them Charlene and Josh, this is after all social media) point to the reasons for participation in groundswell technologies. Going through these let’s see if there are any pointers to this great Atlantic divide. So, we participate to:

1. Keep up friendships (Facebook etc.)
2. Make new friends, lovers, one night stands (Facebook etc. again)
3. Succumb to pressure from existing friends
4. Paying it forward (you use a review site so feel eventually obliged to submit your own review)
5. The altruistic impulse
6. The prurient impulse (Showing off is fun)
7. The creative impulse (UGC etc.)
8. The validation impulse (we all want to be assured of our place in the world, the rationale behind many blogs)
9. The affinity impulse (Big use case for sports fans).

Nothing in the above jumps out at me as the reason behind this US/UK drift. Let me know your thoughts.

This is my last post on SXSW. It may be the most important one though. As I’ve written, I went to SXSW thinking it would be a tech event. I’ve come back to London with the realization that it’s not about bits and bytes. It’s about people. It’s about the keynotes and the audience who take on those keynote speakers. It’s about regular panels and the individuals who stand up and wait for a turn to ask a question at the mic. And it’s about all those lunatics who see a twitter calling for a mid-afternoon tweet-up at a random bar and despite knowing nobody turn up and make friends. Thanks for that twitter.

I would like to briefly go through some standout panels and keynotes at SXSW. He was subsequently outshone, or certainly out hyped by other big guns, but for me Henry Jenkins really brought his A-Game. Thesis: Society and its leaders and its media are switching from an ‘I’ culture to a ‘we’ culture. Examples: Survivor and Lost’s level of audience participation. These prime time shows do not exist without their online audience examining every last secret detail of every frame of every episode.
Exampe: Barack Obama talks using the post-boomer inclusivity language of ‘We’. Hillary Clinton does not. ‘I’ plays a big part in Clinton’s speeches and represents a person born of a political generation that wholeheartedly embraces the one way medium of TV. That’s over Mrs. Clinton.
Daniel light adds to Jenkins’ thesis in his excellent post:

“This isn’t presented as happening at the expense of individuality or self-determination. On the contrary, this is not communism but communalism, seeing the interests of the community best served by the divergent creativity and initiative of we, its constituents.”

Social Networks such as Twitter and Seesmic are obvious manifestations of this communalism. They represent the audacity and urgency of intimacy that I think Jenkins talks about.

Mark Zuckerberg
A whole ton of stuff has been written about the Zukerberg/Lacy interview. It was a cringe worthy affair. So what, let’s get on with the show. Neither Zuckerberg nor Lacy came across as particularly interesting individuals in person, but I do want to examine a few points Zuck tried to get out between acts of audience revolt. Sure, audience participation via online social network back channels is interesting but not in a huge manner right now. Come on, this is one of the biggest geek fests on the planet, if it’s going to happen anywhere it’s going to happen here.

One interesting side note is the reference Zuck makes to how Facebook is helping revolutionaries in Colombia. Look at the Guardian piece on FB’s backers. Is this thus a huge surprise. Government and big business have sought to control information and access to information since mankind invented media. ie forever. The reformation was enabled by Guttenberg’s wresting of information control from the Catholic church after all. If I’m the CIA, you better believe I want to control, or at the very least have readily available access to these information paths.

One worry here is that as with Google, as large corporations start to gain an ownership on our information and relationships they can massage these in different ways. McLuhan’s statement on medium and message rings true. Our thoughts and the way we think adapts to the medium. Control that and control the message.

Zuck stated quite audaciously that Facebook represents the biggest paradigm shift in media since the launch of the newspaper industry. Maybe he’s actually right, did anyone think of that?

Newspapers didn’t shift society’s thought functionality on their own, it took the invention and adoption of the telegraph to put them over the edge. The telegraph removed the limitations of space and time on the newspaper industry. The newspaper press was then free to become the first medium to involve human interest and sentiment en masse. With that the telegraph ultimately dimmed the privacy of the book form.

Nearly 200 years later social networks are doing a similar job in dismantling barriers of intimacy in our communications. The generation of school children on Bebo has grown up with almost a complete, non-technological, tool set to use social networks to communicate.

Commentators in their twenties and older wonder how this generation is going to grow up and hit the work force with all their teenage trials and tribulations shared online for the potential employer to vet. But that isn’t the employee’s problem. They are comfortable with their shared intimacy. It’s the employer who’s going to have to deal with it. In the past decade we’ve had two presidents in the US and a leader of the opposition in the UK who have crossed this Rubicon in terms of records and recollections of student drug usage. This is surely the start of a societal change from punishing past indiscretions to an open acknowledgment of mistakes.

We’ve already stated that the newspaper press wasn’t the catalyst for the changing of media consumption in the 1800’s. It was the Telegraph. And so social networks. Flash AJAX deployments and integrated APIs aren’t the killer app here. These aren’t changing society. But what might do that that is the integration of mobile devices. This is why Google is spending so much on Android and wireless. It may be that Social Networks will finally come of age and be the instruments of change that MZ proports them to be when they fully embrace a mobile world. This is the only way they are going to penetrate Africa for example.

So to Frank Warren
I’ve been a fan of PostSecret since I first saw it in some Sunday supplement or another. It’s collage like art/intimacy I think connects with a lot of people. We’ve all got something hidden inside us.

However seeing Warren’s name up beside Jenkins and Zuckerberg was something of a surprise. This guy’s an artist/currator. How does that fit into an interactive conference?

Well let’s look at what interactive means. Warren has created more direct interactions than perhaps anyone in the auditorium. And on an incredibly intimate level. It’s fair to say that Warren knows how to extract the intimate in just about anyone. The hour long talk featured quite a few tales of anonymous secrets, but the amazing thing was what this outpouring of secrets did to the audience. The Q&A section, or rather mass secret section produced one spontaneous proposal of marriage, lots of confessions and one hug from Frank for a woman who fell into floods of teams in front of 2,000 super-geeks. Wow. Nothing I write here can do him justice. Some of his talks are online. Find them.

Four points from Jane McGonigal’s talk on the happiness industry. All recent research on happiness points to four key areas that are pre-requisites for bringing happiness to a life:

1. Satisfying work to do
2. The experience of being good at something
3. Time spent with people we like
4. A chance to be a part of something bigger

What’s this to do with interactive? Jane’s a multi-player game expert. And multiplayer games bring all four of these in spades. If your industry doesn’t it’s time to think why not.

So on to other highlights. George Kelly gave the most sombre talk of the weekend. He read like a Telegraph obit. The funeral was that of the newspaper industry and George obviously cares. Not that that’s going to stop the declining sales, slash and burn approach to the world’s news rooms and a mass exodus of advertisers to green online pastures.
That leaves me with this question though which I want to explore over the coming months. is it a given that these forms of communication and participation will jump the gap between international geek community and mass adoption. Facebook has done it, but can Twitter and Seesmic really go mass market in their current guise or will they simply be sold off for their API’s. Does the real innovation lie in ancillilary apps?

Finally some learnings at a basic level. Despite our web 2.0 tools it’s vital to connect in a real way, not just at a Facebook or MySpace level. Without real interaction, and maybe even face to face communication these web2.0 relationships do not mean a whole lot. Gary Vaynurchuck understands this. Watch how he communicates with his audience. But big media doesn’t. It they get Facebook, Myspace and Twitter, it’s at a marketing level. Useless.

Nike is a company that I find absolutely offensive for their continued outsourcing/labour issues, BUT they get this. They are using their brand and social status to connect people in the real world. More companies need to get this too. And like Nike they may well be companies that haven’t done this before. If you work in the world of sport, an area that is invented to accomodate social interaction you better be thinking this or you’re going to be left way out by your audience.

I went to SXSWi expecting to be dazzled by technology. I wasn’t. Instead I was impressed by the application of technology. That may not sound like a huge difference. It doesn’t matter how good the technology is after a certain point, it’s the passion the user-base brings to the table that puts an application or a service over the edge.
So back to the point, the impressive technologies and apps were those that were being used, that had all the ad-spend but none of the on-the-ground grubbiness. I’m thinking you in particular Silverlight.
In no pearticular order shout outs to:

Utterz
If I had a US phone bill I’d have been using this in a big way. A tumblr crossed with friendfeed for mobile access (kinda). (I think).Utterz is just about unique enough to work. It can be accessed via any mobile or landline in the world and it connects to your kitchen sink.

Seesmic
Didn’t take the convention by storm the way it could have, but for my money it’s the best insta-vlogger on the market. Once it perfects it’s mobile interoperability and good video handsets (ie a few more N95 clones) come down in price Seesmic is going to explode. So see me after SXSWi 2009.

Friendfeed
I thought FriendFeed was going to save my life. It aggregates all you ‘friend’s’ web2.0 feed and delivers them in a daily dose. But now I’m not so sure. After using the service for a couple of weeks I’m starting to think spam! Maybe I should just turn off the daily notifying email. Lifestream services are 10 a penny right now, and the word on the twitter feed says the best two out there are FriendFeed and Social Thing. We’ll see.

Meebo
Meebo’s been around a while. The best thing about it? It works. Meebo were a major sponsor for SXSW but their investment went beyond some sales inventory in the guide books. They created a live chat room for every panel of the interactive conference and they were used as a pretty good back channel for some of the discussions. So far so 1999. But it worked. Social networking doesn’t have to ride the zeitgeist like a Harley every day of the week. Nothing wrong with improving proven concepts.

Twitter
Last night twitter saved my life. Glad to see Gary Vaynerchuck is on the same delayed reaction post SXSW buzz as Keepfakingit. Read and watch him here. garyvaynerchuk.com—twitter-vs-facebook kinda. I endorse his view on Twitter completely. Though my Jersey accent isn’t quite so pronounced.

WordPress
When the bloggers of the world combined at SXSW they did it in a sponsored press-area-esque room called the BlogHaus. And WordPress continues to dominate the market. Not an interesting statement but a true one.

Viddler
Is Viddler the most interesting streaming video player on the market right now? It could well be. I saw nothing at SXSW from Brightcove or YouTube or any of the other big players. It’s time for someone else to step to the plate. Viddler may be ready to go. It’s got the social comment thing down. And it looks nice too. Check it.
Drupel: Fast Company have just jumped aboard the good ship Drupel and at a panel on the current state of CMSs the open souce solution looked good.

Next New Networks
I’ve already said it but these guys are where CNN was quarter century ago. And they’ve got the feet-on-the-ground professional approach to content that means they may succeed where the podcasting and blogging aggregators have failed. Theirs was also one of the best parties. Public displays of Rock Band in an adult environment is a good thing.

Android
I didn’t hang with the Google guys. Not my scene. But amongst those whose scene it was, Android was making a serious impression. There may be no such thing as the mobile web, but it’s going to take a big heave to get the world’s population mobile access that really works. And there’s no denying that that’s what the world’s internet population wants.
I’ve seen enough shysters in my time telling me they were going to make me, and those I represent, rich from half-baked mobile apps. Mobile apps aren’t going to make anybody rich, but apps that can go mobile are. And Google are primed to pick up some of that revenue. If I were a startup, or a blue chip app creator, I’d make sure I had an incubator with with Android developers beavering away on something. On anything. Can’t win the game if you don’t know the rules.

Live.Rezpondr.com
So that’s the overview. But I keep coming back to the people and the talent at SXSW. live.rezpondr.com is a great example of smart creatives using a host of different services to put together a media package that meets specific events, in this case SXSW. So big shout out to Phil Campbell and Documentally. Big media could do worse than bring these guys in on a consultancy gig to shake up their news room.

So now we’ve got a mission statement for SXSWi 2008. Or at least I do. What are the supporting themes that are going to shape and direct this media adventure? From the hip: Personality and Participation.

The first formal panel I attended on Saturday was “Quit you day job and start video blogging” chaired by Next New Network’s Tim Shey. The panel featured Shey along with a host of video blogging pioneers. A couple of interesting points worth noting. First off, all of these people were talent and talented, knew how to act in front of a camera and crucially had something more interesting to say than the “fed-the-cat” stories that many blogs consist of. Whether the distribution medium is network tv or online vod, talent is talent. You simply can’t succeed without it.

The second more interesting point taken from this panel was I think mentioned by an audience member (note, the audiences at SXSW are the best in the business, but more of that later). The current state of play for online video producers and aggregators was likened to that of CNN and the cable networks in the US thirty years ago. The cable nets were a new game in town, run by young entrepreneurs who could think quicker move faster and than their counterparts in CBS, ABC and NBC. And crucially the FCC had limited jurisdiction meaning that there were virtually no limits on what the programmers could do. They utterly changed the rules of TV. Well guess what, that’s what it looks like to those working at the likes of Next New Networks. As the barriers to entry for online video networks lower, the truly creative are taking over from the truly geeky. The talent is spending more time on the shows and not worrying about html, bandwidth and hosting. And the likes of NNN are putting in place a layer of professionalism to bring in the revenue and quality control.

One question that has only occurred to me since SXSWi relates to the level of audience participation these new video producers are bringing to their shows. It would seem that they should be ahead of their network cousins. Are they? The subject simply didn’t come up.

That the old networks still don’t understand their audience isn’t even a question. Exhibit A: the text and phone scandals that hit BBC hard and brought ITV to its knees in 2007. Had these institution a clue about how to communicate with their viewers the voting rip-offs simply couldn’t and wouldn’t have happened. But back to Texas…

I suspect participation has been a theme of SXSWi since its inception; come on, ‘i’ is for interactive. But let’s take a quick look at what participation meant in 2008. Every single one of the tech companies that I’ve highlighted here have mass audience participation as either key USP or a key functionality component.

I’ve already mentioned audience participation. During every single keynote, panel and talk there existed back channel conversations involving the live audience. These conversations were formally or informally hosted by the likes of Meebo, Twitter and Utterz. The more astute chairpersons paid attention to these back channels and directed conversations accordingly, props here to Robert Scoble and David Dylan Thomas amongst others. The less astute and plain bad (I’m thinking Sarah Lacy/Mark Zuckerberg here) simply lost control to a collective intelligence in the auditorium that was simply too powerful for them to handle. It was amazing to be in one of these auditoriums, filled with maybe 2,000 normally sedate tech people, and be part of a collaborative revolt against the person meant to be directing proceedings.

If this behaviour is going to happen anywhere on Earth it’s going to be SXSWi, where thousands of the earliest adopters are gathered trying to out-geek each other. But there will come a point when these technologies and behaviours go critical and spread to the outside world. This was the participatory theme of 2008.

SXSWi finished a fortnight ago. Over those two weeks I’ve traveled home, read what others have had to say on the event and tried to pull some of those thoughts together. No apologies for the delay, there have been some advantages to waiting this long before writing about SXSWi.

Below I’ve attempted to distil and bottle my version of the SXSWi elixir. Maybe it’s easier to start off with what for me SXSWi is not. It’s not a tech conference in the manner of E3. It’s not a West Coast think-in á-la TED and it certainly isn’t an economically driven cock-fest such as Davos. It shares common factors with all of the above, as well as some PodCamp, BarCamp and any other kind of tech/media trade camp show that you may care to list. It takes elements from all of these, cross pollinates and spits them back out into one very social and sociable long weekend in Texas’ capital. What struck me most of all was the insights into current media culture on display. By that I mean media in its truest form, as extensions of our senses, not the definition of media limited to depressing discussions on the state of our commercial mass media such as network TV and the newspaper industry. I was so taken with this big picture look at media that since the event I’ve dusted off “Understanding Media” and gone back to McLuhan to structure some of my thoughts.

Of course I’ll put an asterisk against the opening words here. This is my take, there are a thousands others many of which will show deeper and more informed insight than myself.

It is human nature to look for patterns and assign themes where only true randomness exists. I’m most definitely guilty of that below, but I think it still worth while to look for common threads across the five days of SXSWi. Reading the discourse coming back on the event online one concept is calling out over all others. With the year that’s in it let’s call it “the audacity and urgency of intimacy”

Through posts on the themes, technologies, events and questions of SXSWi I intend to show that the out of control freight train that is new media is pushing social communication into truly new places and there isn’t anybody out there who really knows where it will ultimately take us too. Not Mark Zuckerberg, not Eric Schmidt and certainly not myself.

So let’s take my newly minted paraphrase backwards. The Intimacy comes from the new level of connectivity society is embracing, particularly those under 20 and living in the West. We’re connecting and sharing our lives at a base level never before done through a mass medium. This is urgent in that we’re pushing these connections right now and regardless of consequence. The teens of today may be in their thirties before the ramifications of this new connectedness comes homes to roost (that sounds like a warning, it isn’t, I’m optimistic for this Bebo generation). Finally the audacity. Anyone who has heard Mark Zukerberg speak his enthusiasm for Facebook’s mission can’t help but describe him using the adjective ‘audacious’. He believes he’s fueling a media revolution not seen since the dawn of the modern newspaper. And he thinks that despite the very public pushback the likes of Facebook’s Beacon are getting. Zukerberg may well be right though.

Teaching old journalists new (media) tricks is tough. Teaching new journalists new tricks is just as tough. That’s what Paul Bradshaw is claiming at onlinejournalismblog.com. For decades, centuries journalists have been told to make sure sure their story is rock solid before publishing. But:

My feeling is that there is still a clear one-way – and gated – publishing mentality from journalism students. My challenge over the following eight lessons is to demonstrate that, online, journalism is not just writing a webpage or filming a video; it is commenting on a blog, or bookmarking a webpage. That there are no walls in cyberspace, only links; and that journalism lies in every act that you commit online. You just need to make it visible.

The most important points made are in the comments. First by Bradshaw himself:

The value of publishing work in progress needs to be more explicitly demonstrated.

Then by Nick from the BBC:

Hmm, can’t remember from where I heard it, but someone made the point
that we [journalists] can now ‘make content out of our process’ – I
guess that’s what you are trying to show them.

Publishing and opening up the process of journalism will cost next to nothing. And it can only bring audience closer to the story whilst maintaining some sort of pro/consumer barrier that ensure only the good stuff gets published.

Now, let’s go get some examples of who’s publishing process well.

Blogs with cartoons, that’s the way it should be done, and nobody does it better than Hugh McLeod.

His post on “social markers” has some great insights. But it’s the example Hugh uses that really catches my attention. By using the Boston Red Sox, McLeod points out probably the greatest social marker on the planet. At least for the 50% of people with “Mr.” in front of their names. Sure beer and pussy are pretty big ones too for us males, but if sport wasn’t invented for this purpose someone like Mark Zuckerberg would have to round up some funding to do it.

So why do so many sports websites fail to get this? Sure there are some great community sports ventures, I’m thinking sportingo.com and the like, but big media hasn’t done a lot of note other than the standard web forums as seen on the likes of espn.com and skysports.com. These simply do not  engage users the way social nets do. Sports news and analysis is piled high on the back of an 18 wheeler running red lights on a one way street.

This is something Setanta.com can build on. Right now Setanta is showing the best slate of big-time boxing fights the UK has seen in years. It’s a sport with renewed vigour because of the likes of Joe Calzaghe, Ricky Hatton and David Haye. And the boxing community has jumped in and are using any available means of communication to tell us how much they like it. We simply have to give them a better way of communicating this passion than web forums, reply boxes to articles and email addresses.

Great cartoon btw Hugh.