To understand how to better communicate using new media, we
have to answer two important questions: Who are the drivers and users of new
media and what do they want?  My research
study identified several uses and gratifications of new media. But with the
study behind me as well as the risk of researcher bias, I’m going to share my
own experiences as a heavy user of new media that support my uses and
gratifications findings.

Online opinion leaders are not going to call you for
information. And if we have to call you, we’re not happy about it (see last
week’s rant for more on this). We want the information online, right where we
can find it. For example, I even make my massage appointments online. I chose
the spa based on the fact that they offer the convenience of checking the
schedules of all the massage therapists online.

When we do obtain information online, we expect it to be
completely on our terms. We want our own freedom to decide how and when we will
use the content. We have different options and preferences on how we will
consume media online. Some of us may want a video, while others may want an
article on blog, a podcast or another form of virtual interaction. We might
want to play it on a portable device, share it with friends, have it pushed to
us via RSS or sms or have the ability to modify and create new content with it.
When it comes to online PR, consider these multiple formats and make sure each
is an easily accessible option.

We’re also in our own Internet time zone. Time shifting is
essential to our ability to consume all of the content online that interests
us. Live feeds are great if we are sitting at a computer or on the go with
high-speed wireless, but ability to play back information on our own schedule is
very important.

The take away from this: if you don’t give us what we want,
how and when we want it, we will get it from somewhere else or create it
ourselves. A successful online media campaign must consider the mindset of
online community opinion leaders and adapt the communications strategy
accordingly.