So, I got asked this question on a call today with a fellow social media expert and I just had to blog about the ensuing conversation.

In reality if you look at the Latin origins of the word social it would most likely have a definition akin to the free give and take of conversation and collaboration amongst multiple parties. Slap on the word media and that ensures it is some form of digital media these days.

So with this as a backdrop the answer would logically be – NO!

A podcast is a new media. A podcast is a new channel. But it is still at the end of the day a one way dialog – you listen to one or two people having a conversation. If you were listening to two people having a conversation at a party are you being social? I think not – its only when you get involved in the conversation does it become social.

So just how social are podcasts?

Take it from me, I have personally recorded and handed edited over 100 podcasts for this blog and other purposes and I can safely say they don’t get the level of interactivity (read comments) like my regular old blog posts do. Yes there is that element of “portability” meaning you can take a podcast anywhere and listen to it any time – but do people really do that?? The answer there is also NO. I find my listeners tend to consume the media right when they find it. Which is why I go through the trouble of tagging my podcasts with Veotag so folks can listen to only the relevant question or 2, get in – get out and on to the next thing. People are busy and you can read faster than you can listen!

So does that spell the end of podcasts?

No way, I got a little nervous when I saw PodTech get sold for $500,000 but think podcasts can be very useful in delivering messages – just realize going in you aren’t really doing social media by doing a bunch of podcasts. Does this mean I will stop my podcast series? – no, I enjoy it too much to stop!

So what’s your view – is podcasting social media to you?

The debate over how to make money with podcasts began shortly after they were rolled out. At first, the natural inclination was to do pre-roll or post-roll ads on podcasts – much like existing media such as TV and radio.

But some very successful companies have ignored this strategy. They have developed their own business model that has allowed them to earn money from their passion.

Here are 9 ways to make money from podcasting:

• Become a podcast consultant – Why not help those who are trying to get started with podcasting by hanging out your own shingle and offering your services?
• Start a full-service podcasting company like podango.
• Form a podcast network like PodTech and offer services as well.
• Charge for premium content – If your content is that valuable, charge for it
• Podcast advertising – Companies like Kiptronic will do audio ad insertions and share the revenue. They also do post read (listen) ads.
• Solicit donations from listeners – PayPal has an app you can put on your site that will allow folks to leave you a tip (think tipjar).
• Score valuable schwag – Barter with companies for things you need to keep your podcast series going.
• Employ a sponsorship model – An example here is MommyCast, which keeps its product recommendations really relevant to its audience.
• Build a huge following and sell your company – Wallstrip, which was bought by CBS, tapped into a huge audience, and it paid off.

If you are going to consider advertising in your podcasts, think about your listeners first. I suggest you start the show first, and then run the ad, so listeners are not lost the second they tune in. And think about listeners on an iPod shuffle. If all they hear at the very beginning of your podcast is the same ad, they will be disoriented, they won’t support your advertiser and they may even opt out of your podcast series.

As director of business development for KnowledgeStorm, Matt Lohman identifies new channels for marketing and helps clients leverage those channels. Which is why Web 2.0 makes a great addition to KnowledgeStorm’s existing toolbox for B2B marketers.

I had a chance to interview Matt along with Robert Lesser, president of Direct Impact Marketing. Robert and I wanted to better understand what B2B marketers are asking for and how our survey of Web 2.0 tools stacks up as a resource. Enjoy …

Matt Lohman of KnowledgeStorm discusses Web 2.0 Tools on a podcast

About Matt

Matt is director of business development at KnowledgeStorm, Inc. He is responsible for KnowledgeStorm’s content licensing and partnership deals, new sales channel development, and market research efforts. His specialties are online content partnerships within B2B business and IT media, sales channel development, and market research. Matt recently has focused on creating thought leadership that explores topics relating to online content and emerging media such as podcasts and blogs.