Building a Sound Social Presence
Video Kills the Audio Star?
How much staying power voice-based microblogging will have this time around, though, is anyone's guess. Many analysts see its longevity being threatened by video.
"We're entering a world where rich media matters," says Paul Greenberg, president of the 56 Group, a CRM consultancy, and a principal at The Bullpen Group. "When more of the senses are engaged, it increases the ability to absorb the content."
While many suggest that video-based microblogging could have wider appeal, voice-based microblogging is definitely more attractive and appropriate for environments where users can't be distracted, like when they are driving.
For starters, voice files are far more portable and can be accessed anywhere, while video does't exactly lend itself to hands-free, eyes-free environments. Unlike text and video, which both require the recipient to look at a screen, "people can consume [audio] content in the car during their commute," Bollmann says. "People spend a lot of time in the car. They can hit play and hear what's relevant without looking at a screen. Video doesn't lend itself to that on-the-go lifestyle."
Another advantage voice has over video is that it requires far less bandwidth, so files load quickly. Most voice file-sharing service providers still impose file size limits, though, setting the cutoff at about 30 seconds. Some service providers do let audio bloggers go longer. With Audioboo, for example, users can post audio clips lasting up to three minutes for free but must pay to post longer ones. Cinch, another service provider based in the United Kingdom, doesn't impose time limits on audio files, but its free service is heavily weighed down with advertising.
Another benefit audio has over video is the ease with which audio files can be produced. "Video, to be good, can require a lot of editing and doing multiple takes," Chau says.
While video certainly allows for more creative expression, audio microblogging service providers are now starting to add elements that let users get more artistic with their posts. Bubble Motion, for example, added an entertaining voice filter feature that lets users of its Bubbly 2.0 platform alter the sound, tone, pitch, and speed of their voices. These filters include Witch, Villain, Helium, Echo Chamber, Sci-Fi, Slow-Mo, and Hyper-Speed. Most other services let users personalize their posts with sound effects, background music, photos, emoticons, and other extras.
Other Obstacles
But to be fully embraced by consumers--and ultimately the companies that would engage with them via voice blogs--vendors will have to find ways for consumers to be able to filter out content that does not interest them. With text, visitors to Twitter and Facebook can quickly scan the content to find posts that appeal to them, but that's not as easy to do with audio files.
Pombriant says consumers will need a deeper relationship with a brand to care enough to listen to an audio file that it sends.
Even Bollmann acknowledges that consumers will only want to listen to content from brands about which they are enthusiastic. For that reason, his company and others are making it possible to extract keywords from the audio clips that can then be converted into tags that make the audio files searchable. Users can also include some text in the form of notes or transcripts, so the files register with the search engines for SEO purposes.
Bollmann also says companies will do better by embedding voice files directly into posts rather than sending them as links or attachments. "Embedded works [better than] following a link that requires the customer to download something," he says, noting that customers shouldn't have to take too many extra steps to listen to an audio file.
Another downside to voice, according to Greenberg, is that an audio file is not really interactive. Users can customize and personalize the content, but it's still only a one-way means of communication, he says.
Vendors recognize this and are taking steps to correct it. Many service providers have added a technology layer that lets users record and post responses to the voice blogs they receive, leading to an ongoing dialogue.
"You can definitely have a dialogue," Bollmann states. "People can respond by posting their own voice files."
Nonetheless, Pombriant states that for voice blogging to succeed, "vendors will have to come up with the right use case."
Additionally, current providers of voice-sharing technologies must find a way to convert audio files into a steady revenue stream. Some have suggested Twitter-like sponsored posts, white-label products for businesses, releasing their APIs to the developer community at a cost, and charging customers to listen to premium content or audio files from high-value bloggers, such as celebrities. Other potential sources of income could include share agreements with major mobile operators.
And then they'll need to convince a base of business bloggers that audio snippets are worth creating, sharing, and listening to.
Chau is optimistic. "I can really see it picking up in the next year," she says. "In the social media space, people are quick to try new things and to try and apply them to their businesses."
News Editor Leonard Klie can be reached at lklie@infotoday.com.
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