I’ve been reading the book Groundswell by Forrester Research associates Charlene Li and Josh Bernoff. The authors point out that podcasting has yet to catch on compared with other forms of social media, citing only 11 percent of Americans online listen to podcasts.

I’m not sure why this is, especially because podcasting is one of my favorite forms of social media. I listen to at least ten weekly podcasts and many more on a less frequent basis. I think podcasts offer an efficient way to stay informed and consume content when you have a busy lifestyle. I love to listen to podcasts while I’m driving to work, cooking, cleaning or working.

So, here’s a quick 101 on podcasts and how to make the most of them.

What is a podcast?
A podcast is audio content that listeners download and play back on a computer or portable device. Podcasts differ from traditional broadcasts and other online media (e.g., streaming, webcasts) because podcasts are available by RSS subscription. Podcasts can be audio or audiovisual files (the latter referred to as video podcasts).

What makes podcasts unique?
While podcasting has a lot in common with other audio media, it possesses unique characteristics that set it apart from other types of digital audio:

Timeshifting -Timeshifting describes a scenario where content can be played back at the user’s convenience. Time shifting allows podcast consumers to listen to programs on their own schedules.

Portability- Files can be played on-the-go with a portable media player. Take it with you, wherever, whenever.

Niche programming – Users have more choices and can opt for programming suited to their individual preferences. This means podcasts are most effective in reaching those already interested in a particular topic.

Easy to create – To produce a podcast, one only needs to have a computer and microphone, software to record and edit files, access to a Web server for storing audio files, and access to a Web site that will post the files for subscribers to download.

No rules (yet)
Podcasting is currently unregulated. Podcasters are free to speak their minds in “shock jock” fashion without concern of an FCC response.

How do you listen?
Podcatchers, such as iTunes, are RSS aggregators of podcasts that distribute content to subscribers. To subscribe to a podcast, search the thousands available in iTunes and click “subscribe.” Easy enough. Really! And, most are free.

In conclusion, practitioners should not only consider listening to and developing podcasts, we also should communicate with podcasters as members of the media. Podcasting’s niche programming offers communications professionals targeted reach and distribution. Get familiar with podcasts and don’t overlook them as part of your social media strategy.