Chatting with Kevin Dando of PBS – Part 3: Kevin on Social Media
December 10, 2008 :: Steve FisherEveryone has watched a PBS (Public Broadcasting Service) show at one time or another. It might have been to see some live music on Austin City Limits, an episode of Frontline or a Ken Burns documentary. Many of these programs are produced by local PBS stations (i.e. KLRU in Austin, TX, WGBH in Boston, MA) but share a goal of providing high quality programming shared across all PBS affiliate stations. For years they have produced incredible content for everyone but as new technologies have changed they want we consume content, PBS overall had to adopt or fade into irrelevancy.
In the center of all of this is PBS headquarters here at WETA in Arlington, VA is Kevin Dando. I met Kevin about three years ago when we both attended the Interactive portion of the popular South by Southwest (SXSW) conference. He is currently Director, Education and Online Communications at PBS and is helping keep PBS on the cutting edge by promoting the interactive content and, working with others, pushing social media at PBS in the broadest sense.
Recently I was able to catch up with him and talk about how things at PBS have evolved over the last two years and discuss the future of social media and its use in a place like PBS. Here is the transcript of that interview:
Steve: The last two years have seen the movement to include many aspects of social media like blogs and podcasts. What was the motivation that finally got PBS to utilize these social media tools?
Kevin: We’ve actually been using social media for years — more than just the past few — and I can’t point to one particular moment, or one person or show that was the tipping point for PBS and our local stations to get in this arena — and social media is an organic part of what we do and who we are.
No major project is conceived of here without taking it into account, and thinking what will be the best way to reach out to audiences, and talk directly with them. In fact we have a major initiative called PBS Engage, whose sole purpose is to help bridge the divide between PBS viewers and PBS itself. Engage has a smart team, which is thinking about different, clever ways PBS and public media can engage in social media, and they also counsel our local stations and producers in the same area. They’re highly in demand – our stations are eager to learn more and do more – and the Engage team provides significant help.
Our producers are enterprising about this, too. You look at any of our major programs, and you’ll see some aspect of social media woven into its either is Web site or other activities in some way.
Social media is also reflected constantly in the work being done by PBS Interactive, which oversees all the Web sites on pbs.org and pbskids.org — both of which get millions and millions of visits each month.
Three major recent launches show where we’re at: PBS Teachers just launched its PBS Teachers Connect community site, to help educators more efficiently use digital media. PBS Parents just underwent a massive relaunch, which includes what I think is one of the best parenting blogs on the Web (yeah, I’m biased), written by three real sisters – it’s called the Supersisters blog. The newly-launched PBS KIDS GO! broadband player allows a little older kids a chance to view their favorite programs online, and vote on the ones they think are best.
I’ve been fortunate because the executives and staff at PBS have embraced social media and strategies like word-of-mouth marketing, from the very beginning, and it’s had a tangible effect on our thinking, and, not coincidentally, on the traffic to PBS.org. (see accompanying stats for more detail).
Steve: To close our interview I would like to get a “Top 5” from you. Since you did rollout a strong social media strategy for PBS, what are the Top 5 things you would recommend to the non-profits out there in the middle or considering rolling out social media to enhance their organization’s message?
Kevin: This question seemed a natural for the experts on the PBS Engage team to tackle, so here’s their response.
(From the staff of PBS Engage: www.pbs.org/engage)
1.) Know your audience and know yourself. As a non-profit, you bring something special to the table. Explain what it is and why should people care about know more or supporting you? Remember, social media is not about a one-way dialogue. You have to be willing to participate and not fear what the audience might say.
2.) Find online spaces — like YouTube, Facebook or Twitter — where people passionate about similar content are already congregating. Create and populate social media platforms with your message. Almost 200 million registered users can’t be wrong. Also, no matter the source or the destination, target your content and message to your users – but (and this is critical) be careful to not be overtly promotional or you’ll drive them away.
3.) Make time to connect with your users, both new and existing. Often people who work in non profits are stretched — it’s important to know you can do a lot with just a few minutes a day.
4.) Don’t start a social media project just because you feel like you have to. Think of a strategy that makes sense for you and your content.
5.) Set realistic expectations for yourself. It takes time to do this well.
Previous Posts:
Part 1: Kevin on PBS
Part 2:Kevin on Being an Early Adopter
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