What Current TV really needs

Dear @jkretch:

Late last week, you issued an RFP seeking an agency that could help Current TV "formulate a brand/ad strategy that communicates who Current is through compelling, inspiring, and even controversial advertising."

(In the advertising world, this is significant because it cut through the normal process, which, like many things in advertising, is laden with hierarchy. So in that respect, good for you for bypassing that antiquated process.)

But here's my question: Why, oh why, are you looking for an advertising agency? I would suggest that you need an experience agency, an agency that that understands communications and technology. I mean, really, what exactly is advertising these days?

If indeed you would like to communicate with your current and potential viewers in a compelling, inspiring and even controversial way, here are a few suggestions. Think of them as thought-starters:

1. Create a #hashtag taxonomy
This should be the foundation for your VC2 communications plan. Current already has a taxonomy of topics that appear with each piece of content (which the viewer submitting content chooses from a list at the time of submission). These meta-tags can also serve as #hashtags on Twitter (although it might be useful to do an inventory of #hashtags on Twitter to validate which #hashtags already have a following and meet your taxonomy needs). Provide viewers submitting content with a list of recommended #hashtags for their content that they can use to integrate directly with twitter. Which leads to...

2. Integrate the Twitter API into your posting process
When viewers post content to Current, they should be given the option of sharing on twitter. Twitter's API is open, which means that you can develop an app that sits on your site and then publishes on Twitter. That means that every time a viewer submits content, it will be posted on Twitter, along with relevant #hashtags. Take it a step further and integrate viewer comments or other viewer-generated input. Basically, take over Twitter.

3. Develop an app with Facebook's new stream API
Just today, Facebook opened their stream API, which is big news. That means that you could create an app that integrates directly with Facebook. So viewers posting content could send a status to both Twitter and to Facebook. Now that's reach (especially when you consider that Twitter's audience is tiny compared to Facebook).

Those are just a few thoughts--there's so much more you can do! Maybe it's not what you would think of as a typical brand/ad strategy (it's more of a Web 3.0 approach than a Web 2.0 one), but it's definitely a start to an authentic and powerful communications strategy that leverages the types of experiences the Web thrives on.

Good luck with your search!