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All of the sudden there is a buzz afoot about podcasting. There are also many questions. What is it? How does it work? What use could it have in the enterprise? Do I need an iPod to do it? Is it the "next big thing?"

Podcasting is a method for publishing audio files via the Internet, allowing users to subscribe to a feed and receive new files automatically. Perhaps the easiest way to wrap your mind around it is through comparison; podcasting is like an audio blog. (You can read "To Blog or Not to Blog" to learn more about how blogs work.)

Podcasting uses an RSS file format and a subscription model. Much like blogging has made it seem like everyone is a publisher, podcasting will most likely follow suit and make everyone seem like a broadcaster. By removing the massive expense and multiple layers of middlemen associated with traditional means of broadcasting, podcasting will enable people to create and widely distribute audio files much like blogs have done with disseminating information.

To step back a bit and clear up any confusion, let me define a few of the specifics related to the terminology and technology. The word "Podcasting" is a combination of Apple Computer's iPod audio player and broadcasting. Podcasting was not invented by Apple, nor do you need an iPod to listen to a podcast. (You can listen to podcasts via your iPod using iTunes, but that is a different topic altogether.)

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All you need to begin podcasting is a digital audio player or a computer capable of playing audio files in order to listen to a podcast. Much like blogs allow you to use an aggregator to subscribe to and receive updates from a particular blog's RSS feed, the same can be done for podcasts using a podcatcher.

Originally, podcasts were the territory of amateur radio broadcasters. Shortly thereafter traditional broadcast radio stations began podcasting some of their shows. The podcast realm continues to grow, most recently and noticeably by the introduction of podcasting to the Apple iTunes offerings and companies exploring the use of podcasting to build brand identity and interact with consumers.

You might be thinking that podcasting sounds primarily like a tool for consumers, small businesses, or the media. But the external uses of podcasting over the Internet are taking root for companies. A recent IT World article mentioned podcasting as a way to extend the reach of Internet sites and increase the frequency of customer contact.

Ideas Worth Considering

The biggest advantage I see is the ability to distribute audio to the masses within the organization in a low-cost, easy-to-use way that allows employees to take it on the road. Some content that comes to mind immediately includes training, project updates, or business briefings. One ripe audience for this sort of content would be a company's salesforce. Employees in sales spend a great deal of unproductive time in transit. With a podcast, they can listen wherever they are — airport, car, bus, train, etc. Not only will it keep them more up to date, but it can also eliminate lengthy meetings, catching up with work late at night, or the need to travel to get the same information in person.

When I think of another use of podcasting in the corporation, I think of the days back in high school and college when there was a TV or radio station dedicated to student activities. It was a one-stop shop for what was going on in and around campus. In many ways, the enterprise could use a podcast to replace or supplement regular company newsletters. After all, rarely do employees have time to sit and read them. With a podcast, however, they can listen whenever or wherever the mood strikes them.

Of course with any new technology, especially one that is information rich and portable, there are challenges to consider. For the most part, though, it is more of the same considerations we see with other communication or content management tools — security, determining who is allowed to see what (in this case, hear), and assigning ownership to the content.

Whether podcasting becomes the next big thing or just another push technology gone by the wayside is yet to be seen. However, as the enterprise moves to using RSS as a means of communication and knowledge management, podcasting can be yet another valuable tool in the intranet toolbox.