Links for 6 March

YouTube takes another big step toward adulthood: The Bulldog Reporter’s Daily Dog reports that the British Broadcasting Corp has begun showing excerpts from its news and entertainment programs in YouTube. BBC offers three branded channels on the site, including one showing up to 30 news clips a day. The Beeb hopes to drive extra traffic to its own website and bring in commercial revenue.

PR people are missing a golden opportunity (or two). Flatiron Communications’ Peter Himler says he asked an audience of more than 120 New York-area PR professionals how many of them use an RSS reader. To his surprise “a total of six hands went up.” Himler goes on to cite a report finding that three of four PR pros do not monitor the blogosphere, while 72 percent say they don’t even have a system for listening to the online conversation. Bulldog Reporter, 6 March

Wikinomics challenges traditional corporate communication structures. As a growing number of firms see the benefits of mass collaboration, this new way of organizing will eventually displace the traditional corporate structures as the economy’s primary engine of wealth creation, say Don Tapscott and Anthony D. Williams in their book Wikinomics: How Mass Collaboration Changes Everything (Penguin/Portfolio). “Leaders must think differently about how to compete and be profitable, and embrace a new art and science of collaboration we call wikinomics. . . . (W)e are talking about deep changes in the structure and modus operandi of the corporation and out economy, based on new competitive principles such as openness, peering, sharing, and acting globally.

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