Why Social Media Specialists Trump Generalists

The Gawker Media stable of blogs - Lifehacker, Deadspin, Wonkette, etc. - has started up a new site called Gawker Clips that rolls up the vids posted across the network. Personally, I'm not impressed. I would rather see the Gawker gang start a quality video blog. They already have some of the best blogs on the Web. Gawker could actively branch out into other media. My gut is they don't because it's not their strength.

To date Weblogs Inc. and Gawker bloggers have made limited forays into multimedia. The Unofficial Apple Weblog, for example, has a video podcast. It's not nearly as interesting as their blog. The trend underscores that it's difficult to build sustainable brands across multiple forms of social media. That's why we have PodTech.net and Podshow. They specialize in podcasting.

This is one area where the pros may have a leg up on the amateurs. They have more resources to devote to each form of media. BusinessWeek has excellent podcasts, blogs and oh yeah a heckuva print franchise.

Comments

[Nick Douglas]

You think Gawker has resources? Have you ever been on a Nick Denton payroll?

[Steve Rubel]

Just to be clear, I think he doesn't which is why he has not expanded into other social media.

[Dimitar Vesselinov]

Resources? Gawker doesn't need no stinking resources!

"Douglas has a yearlong contract with Gawker to post a dozen times a day, five days a week. For this, he gets enough cash to pay the $550-a-month rent for his basement room in the house he shares with 13 other people and cover expenses. Thus the brilliance of Denton's business model: Pay them (very little) and work them (all the time)."
http://www.businessweek.com/magazine/content/06_16/b3980104.htm

[kevin]

"You think Gawker has resources? Have you ever been on a Nick Denton payroll?"

Ha! that's really funny valleywag. Might want to ask Nick to signup @BigAdMart.

[Roy]

The clips were a bit dissapointing. Thinking they were original clips made by Gawker staff, it will be interesting to see whether it is popular because of Gawkers loyal readers or if people really want that kind of media.

We are taking our chances with the latter dedicating a site called citizencircus to video and pop culture while allowing feedback and comments. Lets see if reporting on pop culture can last, because it certainly can't happen in print.