When Not to Use Podcasting

While podcasting is an amazing medium to communicate with, it is not the perfect tool for all scenarios. It is always better to think of the long-term results over the short-term gain. With this in mind, when might podcasting be the wrong choice?

• Commitment Issues – A podcast requires attention. You need to create new episodes and then add them to your podcast feed on a regular basis. You have to pay attention to what your viewers are saying about you. You have to think about adding new features to a show, and making improvements to your graphics and production process.
• Savior Complex – A podcast will very rarely succeed on its own. It needs to be part of a coordinated effort to publish or extend a brand. A podcast alone does not make a brand except in the rarest occasions.
• Results Obsessed – With any economic investment, it’s reasonable to expect results. For web ads, many focus on “click-throughs.” Radio and newspaper often talk of impressions. Well… what about podcasting? How do you measure an audience’s response? When is a podcast generating results?
• Security Concerns – Some clients may want to keep their podcast private. This can be a bit of a challenge–podcasts are designed to be shared. There are several ways to secure a podcast, but in a digital age, every technology from DVD to Online Music has been cracked. Podcating is a public format, so if you want secure things that don’t leave the walls of your company, don’t make it a portable file that can leave the walls of your company.