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.

Day Two: I think I've found out what heaven is like

Day two of the trip and the first full day at SXSW was in a word, amazing. Never have I been in a place where it was so easy to network and talk to people. See someone you want to meet? Walk right up to 'em. Bands/promoters/everything. I started my day with the panel Texas Barbecue. While I would have gone to Quickies 1 if I could have (couldn't get in), the barbecue panel solidified a new found love for Texas. I checked out electropop up and comer Golden Filters on the day stage. Browsed the trade show and made a lot of important contacts for the radio station with foreign language promoters, Sonic Bids, and AFTRA. After that it was a quick stop at the British Music Embassy then on to the Canadian Blast to see Shout Out Out Out Out. S.O.O.O.O. has two of everything: drumers, synths, you name it they got two. After that up was up to the Central Presbyterian Church to wait and wait to see Anni Rossi and M Ward. Think of Anni Rossi as a female Andrew Bird. M Ward? His intimate performace was something very special, best show of the night. Headed to the Mohawk next to check out Dosh and The Chaps. Dosh on his own is okay, but I have to say I like him better when he plays backup for Andrew Bird. The Chaps were a band I'd never heard of but they were halarious, really good performers. From there I headed on over to see cananadian pop rockers Mother, Mother an old favorite of mine. While there were copious sound issues, the show was still fanatstic.
So I went to alot of shows and they were all great but the best part of South By (as everyone calls it down here) was meeting people in the lee time between events. I talked to several bands including Coryesan, Adolf Hipster, Postal, and Triple Cobra. Met up with college radio people from Atlanta, Kansas City, and Toronto. And talked to more bloggers than I could possibly mention. You can pretty much go up to anyone and talk music in some context which for me is a change. Elsewhere no one has heard of my favorite bands/artists. Here, I have a slightly behind the curve knowledge of new music and playing catch up is a blast. The most interesting converstions for me though where those with radio people. As it turns out for many people in college radio the expirence is way different. All people I talked to who were on the board of directors at their station get paid to do it. However, the open format found at WRCU is the golden standard for most of the people I talked to. The major exeption being this bloke's station from Atlanta (sorry I did not catch call letters/school name) where the entire programming was student news and commentary. Interesting deal but I wonder what all they report on 24/7.
That pretty much sums up my day two. Now its time to head on out and hit up the Bloggers are In Control panel.