Social Media Marketing Masters Panel [Part 2]


This is part 2 in a 2 part series.

It's a recording of a Social Media Marketing Masters Panel that I moderated at a course I taught at UCLA featuring:

  • Rob Barrett, GM,
  • Larry Gerbrandt, GM, Nielsen Analytics
  • Claude Brodessor, NPR's “The Business”
  • blogger Kevin Roderick

Here's part 1.

They discuss the challenges of moving print journalism onto the Web, the credibility of blogs and wiki platforms and the economics of Web media.


07:07 – Rob Barrett discusses educating Los Angeles Times reporters in Web-based media and the benefit of having online articles mentioned in blogs.

11:20 – Kevin Roderick explores the difference between print journalism and Web journalism in terms of the relationship between the relative position and importance of an article.

12:55 – Barrett reveals his opinion of whether or not the Web is good for the news media industry.

14:00 – Larry Gerbrandt compares the economic potential of print and Web media and the concept of engaging advertisement.

16:30 – Claude Brodessor describes what is “killing the movie business” and how computer-generated imagery (CGI) hasn't lived up to the hype. 21:49 – Gerbrandt on how the wide-spread dissemination of info on internet is affecting box-office sales.

22:50 – Barrett shares his experience with the Los Angeles Times experimental creation of a “Wikitorial” and the requirements of a successful online community.

29:18 – Roderick contends that journalism is not entirely objective and offers his thoughts on whether the subjectivity of blogging is a strength or a weakness.

32:36 – Barrett discusses the cultural shift that is occurring at major news organizations as Web journalism continues to grow.

36:22 – Roderick explains the correlation between the number of Online readers and the quality of Web-based content in blogs and other citizen journalism sources.

38:43 – Roderick, Barrett and Brodessor offer their thoughts on the Drudge Report and how the ability to tailor individual experience affects the influence of a Website has on the news.

43:27 – Barrett and Roderick square off regarding the difficulty of linking blogs to ever-changing news Websites. Barrett reveals the new business model that the Los Angeles Times plans to launch in order to generate greater revenue from archived articles.

46:55 – Role of RSS link generators in accessing information behind firewalls.

48:25 – Barrett reveals how RSS feeds can be used to generate a profit. 

49:47 – Roderick discusses how he uses RSS feeds and how he draws a loyal audience to his blog.

51:42 – Brodessor and Roderick on the important role that podcasting plays for Online radio stations like KCRW.

54:10 – End.

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