Web 2.0 changing audience behaviours: ABC Managing Director

06 March 2008

Providing online social media networks for audiences to better engage with the Australian Broadcasting Corporation (ABC) demonstrates not only its relevance to Australians, but its overarching commitment to provide unique services that are both intensely local and national, said Mark Scott, ABC Managing Director.

Mr Scott shared his vision for the ABC’s Web 2.0 delivery, including social networking services, blogs, news feeds, wikis and Second Life, with an audience of over 60 Australian School of Business alumni at the first Lifelong Learning event for 2008.

The digital media age had vastly changed audience behaviours and provided limitless opportunities for audiences to interact with broadcasters, said Mr Scott.

“If we use technology to reach audiences in ways and formats they want, the scope for digital media is incredible as it is available anywhere, anytime,” said Mr Scott.

Allowing audience participation in media delivery is critical, but Mr Scott said its application to news distribution was a challenge.

“The challenge for newsrooms is that some people always know more about a topic than the newsroom. One of the applications of Web 2.0 is to encourage these people to share their information with you,” he explained.

Zaineb De Souza, UNSW alumna and university medallist, presented her world-first MySpace Honours research, identifying why the website had gained significant popularity with teenagers, and whether concerns over privacy, friendship formation and disclosure of personal information were warranted.

Ms De Souza’s research found that most teenage users of MySpace behaved responsibly, and did not disclose sensitive personal information. Ms De Souza said that a similar study of Facebook on university students revealed a darker side.

“Studies have found that most university students do not behave responsibly on Facebook. This has implications for business, recruitment, and future collaboration between employers and employees, as users are taking these expectations and online behavioural habits to the workplace.

“Are social media networks a form of time-wasting, or multi-tasking?” she asked.

Dr Geoff Dick, Senior Lecturer in IT at the Australian School of Business, said the social impact and potential of Web 2.0 was the most exciting discovery since phone lines and computers were first linked.

He said that some cases of organisations prohibiting social media accessibility in the workplace were a repeat of times gone by.

“It’s interesting to see that some applications which were previously banned by management, such as cell phones, PC’s, and even spreadsheets, are now the norm and an essential part of everyday working life,” said Dr Dick.

The Lifelong Learning series provides Australian School of Business alumni with networking opportunities and information about topical business issues from highly respected experts.