Behind The Click: Ken Gibbs
TAP: Is social media a critical component in the 21st century business model?
It will be a critical part of communication. I do not think people have figured out business models yet. The method of communication is here to stay. The younger audience will not spend the time, or even find the reasoning to make themselves aware of traditional forms of communication. Will people make sustainable revenues from it? It has yet to be seen.
TAP: Has interactivity or the ability to have a conversation between the company and the customer been influential in the way companies present themselves?
Yes! If the brand is not speaking for themselves [then] someone else will. Customers can now go public with that in a way that they never have before. It can create a public relations nightmare in an instant.
TAP: Generally, everyone owns some form of a mobile device. Are people accessing the internet increasingly from their mobile device rather than on computers?
Yes, particularly for the audience that has been in the middle of the digital divide. Some people do not have the money to buy a desktop computer or a Mac—but they need a phone. Sometimes, you have to ask yourself what is the difference? I can type an e-mail, I can do a spreadsheet, I can type a word document and I have Wi-Fi access. So why do I need a computer again? I think it’s also a matter of always wanting to have your data with you; music, text, files. Mobile is definitely the future. Everyone does not need a computer. Are you going to pay $1000 for something you’re just going to send e-mail on? It is not cost effective. I think people are seeing that. I think that is why you are seeing products like the Apple Ipad coming to the market at such a low price.
TAP: What type of training do you recommend for people learning to hone skills required in the digital space?
Whatever skills you have or [skills you need for] the position you are interested, you have to take that and learn to apply in the digital space. For example, if you were going to school [for] music, traditionally you would have learned how to use the sound board, but now you would need to learn protools. Its all about upgrading your skill set so that it aligns with the new digital landscape.
TAP: Are traditional forms of media becoming obsolete? [newspapers, magazines and books]
There will always be a place for something physical. It’s all about the business model. Things have happened really fast over the last few years and those industries haven’t been able to figure out the new business model. The new business model isn’t as simple as, “Okay,let’s get paid for doing this”. This change is good for publishers because I think we were seeing the quality of magazines in recent years failing. Now there will be a call for more substantive, long-form content. They may be published quarterly because who wants to read a 5,000 word article online? Online news and websites may offer the headlines but the actual researched stories will have a place in the form of a 10,000 word article in a journal. That is where I see magazines going: back to real feature stories.
TAP: What are some websites that you check out daily to stay abreast of web trends and entertainment?
I use BlackWeb 2.0, Mashable, Techcrunch, [lifehacker.com]. In terms of entertainment content, weirdly enough I go to TweetDeck. I worked on the digital side of the entertainment content so I have many friends [in the] space who always create content. I follow those guys on Twitter. I know we have similar interest—I look to them to let me know albums that have leaked or for Iive streams of events that I can view remotely.
What are resources that black business owners, associates and students can use to develop digital skills to conduct business?
Immerse yourself in the medium. If you are young, you should be living and breathing everything online. If you are in school, take a class, even if it is theory. The internet is about liberation. There are all types of free tools and software available which you can use to start something today. You have the possibilities to take matters into your own hands. You can not only create content but also, in the same breath, create a business.
TAP: Where can TAP readers look forward to seeing Ken Gibbs next?
Whatever is blasting off I will be there fueling it. Having worked at three companies in the black digital space, I would like to do something more progressive than we are seeing out there today. I would like to be a part of the next level of black digital media because I think we have been a little stagnant. Everything that is here now has been here, and many of those things were created out of necessity because people did not have the opportunity to get the coverage they deserved in mainstream publications. But we have a black man in The White House, more black people on magazine covers, and there is a lot more inclusion than we have seen the past. So what does that mean if your business model is built on black people and not being included in mainstream media? [You’ve] got to offer a bit more value. I think that’s where geo-location is really going to come in. Black people are Americans like anyone else, but I think what shapes our experience is the lives we live within our communities.
TAP: What is important for the African American online audience to know about the brands they consume?
I would advise them not to question a brand’s commitment to you, question its value to you. We talked about these legacy black brands still failing in the digital space. They are businesses and they are committed to the bottom line. You need to question their value to you as the consumer and as the community because that’s what advertisers are paying them for, that is what is keeping their lights on. And if it they are not delivering the value to you that they once did, you need to question if you are being exploited. This is the question that I’ve constantly asked myself over 10 years: How are we providing value to our audience?
You can find Mr. Gibbs at www.Kengibbsjr.com and follow him on www.twitter.com/kenngibbsjr
