Can we brand a non-commercial entity?

I can’t believe the week in Austin is already over. Time to get back into school mode—classes, homework, getting up early, not seeing a great band or three every night. Most importantly however, I am sure that I left SXSW with more than I went there with six days ago. I have never been in a place like Austin during last week before. The presence of so many people all in love with and dedicated to the same thing truly carries over into the spirit and debauchery of 6th Street at 2 AM or the great discussions at the daily panels at the convention center.
On Friday I found a panel that offered an interesting view into the world of Web 2.0. Social Networking for the Anti-Social featured five apparently big names in the industry. Among other things, they stressed the importance of developing social networks and ensuring continuity with your brand that fits your organization’s image. Thinking about WRCU, I see a lot of possibility for us to bring our Twentieth century medium into the world of Web 2.0. I think presently, WRCU does a better than average job of attracting fans and listeners and reaching out to them. However, I think our ‘push’ may be stronger than our ‘pull.’ We have a lot to offer students and local residents, but either through greater promotion or content, I think we can reach out even more, and have more reasons to attract unsolicited listeners.
One concrete idea that popped into my head during the panel was the possibility of a social network for WRCU. While there are a plethora of online communication modes available to DJs or listeners, consolidating them into one WRCU social network system seems like a potential way to attract more listeners. In addition, it could also give us a clearer sense of purpose, an important facet of a brand’s digital image that the panelists were quick to point out. The social networking idea could be used as a tool for DJs to connect with one another and pique the interest of outside listeners. Even though this idea is vague and undeveloped at this point, I at least see a potential for branding that could be utilized and reaching out to our fans and starting communication in both directions.
The panel explained that a great way to get started is to look at whom you admire and mimic them. I think WRCU can examine the brand image and Web 2.0 presence of other radio stations, especially college and university stations, and take something from them, while avoiding the pitfall of shameless copying.
Looking at this panel from another point of view, it was designed for bands or companies, both (in most cases) commercial ventures. WRCU on the other hand, needs to maintain its independent spirit while still finding ways to utilize the tools that Web 2.0 has to offer.