Don't Stop 'Til You Get Enough: Michael Jackson and Our Changing Media Habits - Mark Himmelsbach - MediaBizBlogger

During the recent memorial service for Michael Jackson, news commentators and music critics celebrated the significant cultural contribution he has had since "ABC" first hit the airwaves. With 13 Grammys and the best-selling album of all time, his musical achievements will go unmatched for decades; however, it is his lasting impact on the media industry that should garner the most praise. Even after his death, we can learn from Michael and trace the evolution of media behavior and consumer communication by learning from the successes of the King of Pop.

First, Michael showed us that consumers were still willing to engage with mass media, but only if it was worthwhile. The success of 1979's "Off The Wall" and 1982's "Thriller" convinced record executives that consumers were still willing to buy albums on a large scale.

Then, Michael convinced us that niche programming on new channels was of value. His ability to turn hit singles into well-produced mini-movies turned millions of teens on to a new cable channel called MTV and propelled the cable industry into a significant network television competitor.

Lastly, Michael's death has illustrated for us how consumers navigate the current media landscape. Myriad case studies over the last two weeks help solidify the importance of instant communications, the unsettled link between traditional and social media, and the incredible creativity of the average consumer.

The pace of the instant news cycle. Most people found out about Jackson's death through a friend. While TMZ.com broke the news first, the story spread through word of mouth. According to Mashable, 30% of all messages on Twitter within a four hour period included a reference to Michael Jackson. What is even more stunning is that AT&T reports that 65,000 texts were sent per second following news of his death. If those were unique people texting, it is larger than the population of Chicago texting in one minute.

Some people got caught in the trap of the instant news cycle. Perez Hilton initially doubted the reports of his death and continues to be scrutinized for his reaction. Congressman Peter King is now an unpopular viral celebrity based on his criticisms of the singer immediately after Jackson's death.

Based on the incredible spike in instant communications and the harsh reaction to Jackson's detractors, it is safe to assume that his death helped cement a change in consumer behavior. People are talking about one another, about the news, and about brands. While some generate much more volume than others, people are talking about you. It is essential to listen and monitor the ongoing conversations to get some pulse on when news turns breaking and it is time to respond. But, while a response may often be necessary, use caution so that a brand's reaction isn't one that can be compared to Perez Hilton or Peter King, who probably should have thought before they spoke.

The tenuous connection between traditional and social media. One of the most intriguing aspects of instant breaking news is the gulf of fact-checking between traditional and social media. While TMZ.com reported within minutes, other news outlets like the AP did not verify the singer's death until hours later. While many pundits mocked the slow reaction of the more traditional news outlets, the benefits of AP's conservative approach became apparent when news broke about the death of actor Jeff Goldblum falling to his death in New Zealand. It turns out that the rumor was a routinely-circulated hoax; however, it was reported live by an Australian news station and had to be debunked by a tweet from Kevin Spacey. The gaffe came full circle when Goldblum visited "The Colbert Report" to read some of his favorite lines from his obituary.

While consumers are sharing in real-time, the AP's approach should serve as an example to brands on the caution that is needed before treating traditional and social media the same. Many people consider Wikipedia to be an authoritative source of information, but it may be no better than Twitter. Of course, consumer-created content needs to be verified more thoroughly, but brands can harness the power of social media to enhance more traditional media placements.

Take CNN's coverage of the Michael Jackson Memorial for example. The online broadcast will be augmented with Facebook Connect to allow Facebookers to update their statuses, connect with friends, and view eulogies live on the site. CNN experimented with this technology for the recent inauguration, and kudos to CNN for finding a seamless way to connect traditional and social media: CNN is using television spots to direct consumers online. This tactic creates a central interaction hub for CNN and its advertisers and encourages viewers to spend more time with the network by enabling participatory traditional media.

The power of consumer creativity. After his death, copious ad hoc memorials poured in from across the globe. From consumers downloading his music (2.6 million times on iTunes) and blasting it out of their car windows, to the 6 million new friends on the Michael Jackson Fan Page, it illustrated the power of digital media in bringing people together.

One of the more stunning tributes happens to be a consumer-created one. The Eternal Moonwalk was set up by a Belgian radio station in hopes of creating the longest moonwalk ever by stringing together user-submitted videos of fans performing Jackson's signature dance. The tribute is both simple and elegant and highlights the power of consumer creativity.

While the radio station developed the idea, it is the power of consumers and their innate desire to create and share that makes the tribute so impactful. Granted, brands are rarely in the position to develop something so universal, but it is important to think about how to leverage the creativity of your fans to create more engaging and organic messages (see Etsy for a recent example).

We continue to learn and be amazed by Michael Jackson's legacy in music and in media. As the recording industry learned before, we are now witnessing the media industry becoming more quickly-changing, social, and resting in the hands of the consumer.

Mark Himmelsbach, VP, Director Activation at PHD Media, a Division of Omnicom. You can follow Mark @himmelsblog

Read all Mark’s MediaBizBlogger commentaries at PHD Perspectives - MediaBizBlogger.