Great post on NussbaumOnDesign about Sarah Lacy interviewing Mark Zuckerberg at SXSW last week.
Here's the key point that absolutely has significance for us communicator types in the postmodern world:
"Sarah Lacy made the mistake of playing an old, traditional, mainstream journalist role in her interview with Facebook’s Zuckerberg. Lacy is an excellent journalist with some of the best contacts in Silicon Valley. Her articles in the past have been right on. She might even know more people in the Valley than Zuckerberg. And if you read the transcript of the interview, not just view it, Lacy asked all the right, probing questions. Unfortunately, in that interview, Lacy often played the role the authority and made herself the center of attention. She focused only on Zuckerberg and didn't connect with the audience. She left them out of the conversation and didn't even allow questions until the very end of the interview. Big mistake. Today, you must always involve the audience in anything that takes place onstage. People want the interraction, they have the knowledge and--it's more fun."
There's more to the post but this seems huge to me. How do we communicate with our 2.0 savy audience? Interaction. Don't play the role of authority. Keep them in the conversation. Great stuff to think about.
Good thoughts in the comments, too. You can watch the video here.
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