UK newspapers by franckdethier on Flickr (CC Licence)

It’s only when you try and break a long held habit that you realise how much we’re all influenced by the way we’ve always done things. Since starting my efforts to cut down and stop smoking, I’ve managed to get to the point where I only have the occasional cigarette once the family has gone to bed – but it’s the hardest one to drop. And when I get writers block, my intake rapdily goes up because I’ve spent so long finding inspiration by getting outside and getting the hit of nicotine while my brain kicks into gear.

And I’ve also started to try and challenge the broadcast media habit of trying to get the biggest audience with the least work. For years we’ve focused on audience figures to suggest that by doing the bare minimum, you’ll reach the biggest audience.

Whereas in the modern world, we need to work harder than ever at making as much of what we do remarkable, and to pursue as many opportunities to the maximum as we can. Otherwise we’ll keep finding someone else that does!

It reminds me of a post I read earlier today, which sadly I seem to have misplaced, commenting on the problem facing the A-List of blogging. Namely, the fact that people like Robert Scoble, Chris Brogan and Gary Vaynerchuk are finding it hard to scale to respond on an individual level to every email, post and tweet they receive, and in effect, become mini-broadcasters.

The simple answer is that they still remain increasingly popular because they put in a huge amount of effort to stay more accessible than mainstream media. They don’t have to make time for everyone, but by attempting it as far as possible, it gives hope to those who don’t grab their attention at a particular time. It’s why I count myself fortunate to have had messages from the likes of Chris Anderson and Hugh McLeod, but I don’t bombard them with emails, or suddenly thinkg they’re my best friend and will respond to everything I do – they’ll do it if what I say is interesting and they have the time available.

The other option is to scale it, and for them to find someone as similar as possible, or someone they can trust, to work alongside them.

That’s where broadcast media should be. We still have far more resources than the top bloggers, so why not scale back on the coverage that everyone else is parroting, use link journalism, and focus on becoming closer to the spirit of individual response that blogging has fostered.

After all, it’s what we laud Zappos, Dell and Comcast for doing.

But there is a habit of resisting the idea of putting in that much effort for what will be less profit in total. Despite the fact that everything so far has shown that it’s harder to get similar levels of profit from online audiences as you would in print, radio or TV, and that the only way to really be successful is to aggregate lots and lots of individuals monetisation.

Annoyingly, the great David Armano summed this up far more succinctly.

The Corporate Social Media Curve by David Armano (http://darmano.typepad.com/)

At the point before the curve starts to dip, we need to put in the extra effort to keep that line climbing. Now if only I hadn’t needed a cigarette to think of all this!