Traditional media outlets on the web are notorious for not providing link love. They simply post the content from print to the web with no annotation, link or way for readers to learn more or examine the sources. Even articles they write about technology or websites are devoid of links. Sure, they’ll put the address in the article, but the link won’t be active.
This is no way to build loyalty, trust or respect from your audience.
Because of that wall, old media doesn’t get the proper credit when word of mouth spreads the stories they, habitually, break.
People say “I heard it on the news,” or “I read it in the paper,” or “I saw it on tv.” They credit the medium, but they don’t credit the actual source.
However, when a message is spread in new media, the source is an integral part of the sharing.
We don’t email someone to say we read about something. We send them the link.
When we blog, we don’t just randomly quote a news story, we link back to the original story.
The credit is given. The link is mentioned.
In new media, we don’t say “I heard it on the radio,” we say “I heard Buzz Bishop do an awesome interview with Robbie Williams and here’s the link.”
Many old media outlets don’t provide active links within their stories, even when writing about websites. If they would activate the links, bloggers would know when they’re mentioned and help publicize the story.
Many articles don’t have sharing functions attached to the stories allowing readers and listeners a chance to instantly add the story to their Stumblog, Facebook page, or Delicious bookmarks.
By not giving the audience the chance to share your content, you are creating a one dimensional online presence. One that is basically worthless.
By giving the audience the opportunity to share the message, you not only give the audience the chance to spread the message beyond your original reach, but you get credit for it.
Word of mouth is the most valuable advertising you can get, but is your brand the message, or is the medium getting all the credit?
catch the buzz … pass it on.