Skype


Skype provides telephone service over the Internet, a technology that's also known as Voice over IP (VoIP). Skype is different from the other companies in this market in one important respect: It's free.

At least, the software is free. And when one Skype user is talking to another, all the talk time is free, too. That's true, by the way, for users all over the world. You can talk to other Skype users anywhere in the world for as long as you'd like for without paying a cent (as long as you're both using Skype).

If free isn't persuasive enough, there's another reason why you should be familiar with Skype. Since conversations over Skype take place over the Internet, they are already in digital format. It's relatively easy, then, to turn that digital conversation into an audio file for your podcast. As a result, the majority of podcasts that feature remote conversations use Skype to do so.

Whatever audio equipment you're using for your podcast is probably fine for Skype, although if you have a headset laying around, that's probably going to be the most convenient option. Go to www.skype.com and select the Download button from the Home page. You'll be taken to a screen that allows you to select your software platform. Operating system options are Windows 2000 or XP, Macintosh OS X, Linux, and Pocket PC.

Select your operating system of choice and your download will begin. Once you've downloaded Skype, follow the onscreen instructions for installation. Select a screen name and a password, and you're in business. Skype works very much like instant messenger softwarein fact, it has instant messaging built in. You can create a Contacts list that will allow you to see other Skype users. Even more important, you can allow other Skype users to see when you're online.

Let your listeners know that they should feel free to contact you when you're online. Feedback that you get on your show that's live and interactive can be the best feedback of all.

One final caveat: If you're going to use clips from audio feedback in your podcast, then Skype can be difficult to work with depending on the software you use to produce your show.

And Furthermore…

Now that we've reviewed the various tools at your disposal, it's important to understand a few additional principles about getting and using feedback from your listeners:

Offer Your Listeners Multiple Options for Providing Feedback

You probably have a friend who just doesn't use email. If this individual has something to tell you, he will almost always pick up a phone instead of sitting down and writing a note. Conversely, you probably also have a friend who never calls but sends you several emails a day. And, if you think about it, you'll probably be able to point to one or two quirks in your own communication style. In fact, we all have idiosyncrasies when it comes to our communication style.

Your listeners are exactly the same way. Some prefer voice communications, some prefer written communications, and some will bounce back and forth between the two depending on the situation. The important point for you to remember, then, is to make sure you offer your listeners as many choices as possible when they want to communicate with you. We'll examine each of your options in a moment but, in the meantime, simply note that you're better off when you offer as many alternatives as possible.

When you limit feedback options, you're skewing the nature of your responses in ways that are difficult to predict and impossible to compensate for. It's a variation of the issue faced by pollsters in the 2004 U.S. election: Younger voters were far more likely than older voters to rely on cell phones rather than traditional land lines. Polling organizations that relied solely on phone polls had a tough time putting representative data together.

The bottom line? Make sure you offer multiple options for listener feedback. Follow the example of the this WEEK in TECH podcast, as shown in Figure 5.5, which offers several feedback options.

Figure 5.5. This popular podcast allows listeners to offer feedback via email, audio files, voice mail, and fax.


Solicit Feedback, Not Flattery

When you first launch your podcastbefore you've had a chance to promote or publicize it with the techniques you'll learn about in Chapter 11, "Promoting Your Podcast"most of the feedback you'll receive will be from friends and family. When you ask them for feedback about your podcast, it's only natural that they'll try to be as positive and supportive as possible. That impulse is understandable but, unfortunately, it's just not helpful.

Assure this early group of listeners that you're not one of the folks W. Somerset Maugham was referring to when he observed, "People ask for criticism, but they only want praise." Let them know that the best way to support your efforts is to be candid about what's working and what's not.

When you're getting feedback from family and friends, ask for specific examples of what they like and what they don't. "Your podcastis that what you call it? A podcast?was very nice," may be gratifying but it's not a helpful response.

Put the Feedback You Receive into Its Proper Perspective

A pollster who looked at all the methods we discussed for getting feedback from your listeners would tell you to be very careful drawing conclusions from what you hear. The problem is that everyone who's giving you feedback is self-selected. There's no convenient way of knowing if this group of people is representative of your entire audience.

As a practical matter, what does that mean? Well, for one thing, you probably know that people who are angry with you or critical of something you've said are a great deal more likely to contact you than the rest of your listeners who agree with you. Those listeners might agree and they might not. There's no great way of knowing.

So, if feedback is self-selected and potentially unrepresentative, does that mean it's worthless? Not at all. It means that the feedback you get isn't determinative of anything all by itself. It's important information for you to have but it's only one guideline out of several that you'll use to evaluate your podcast. Get as much input as you can but understand that it's just one data point among many.

Acknowledge Receiving Feedback

Listener feedback creates its own momentum. If you acknowledge receiving listener feedback in your podcastsand especially if you play clips from any audio feedback you might getyou'll generate even more feedback. Your listeners will communicate more with you if they believe that you're paying attention.

Let your listeners know that you're reading their emails and posts and that you're listening to their comments. When you do, you'll get more feedbackand more listener involvementthan you can imagine.

Address Privacy Concerns

For a variety of reasons, it's a good idea to develop a set of policies for your website about privacy issues, then clearly communicate those policies to your listeners. The most important policy you'll want to formulate has to do with any email addresses or personal information that's posted to your site or conveyed to you via email. If your policy is to never sell, rent, or otherwise disseminate email addressesas it probably should bethen say so. Conversely, if there's any chance of your ever using that information in a commercial context, then it's important to let listeners know that up front.

Along the same lines, if you're going to publicly use any of the feedback you receive, you'll want to let listeners know that before they contact you. A listener whose audio feedback turns up in one of your podcasts might be thrilled to be quoted. Or he might not. At the very least, you will want to communicate up front that the possibility exists and provide an opportunity to opt out.

The Absolute Minimum

Here what you need to know about connecting with your listeners and creating a positive feedback loop:

  • Creating a podcast that connects with your listeners is easier when you're getting regular feedback from them.

  • A blog for your show notes is your most important tool for connecting with your listeners.

  • Email needs to be a fundamental component of your feedback strategy.

  • Audio feedbackvia audio clips, voice mail messages on your show's voice mail system, and interactive conversations on Skypeis a high-quality, high-impact way to interact with your listeners.




Absolute Beginner's Guide to Podcasting
Absolute Beginners Guide to Podcasting.
ISBN: B001U8C03Q
EAN: N/A
Year: 2004
Pages: 167

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