Podcast wizard Alex Bellinger cheerfully admits that a lot of so-called podcasts are just a new way of distributing radio. He cites the Radio 4 Today programme, which had 475,000 downloads in May alone, and the podcast poster-child Ricky Gervais as examples. While great for podcast publicity, they somewhat pollute the concept.

Bellinger actually doubts that podcasting belongs in the social software category. Speaking at a recent Engagement Alliance conference, he pointed out that most podcast consumption is passive. Once, people used to sit round a radio and share the experience. Now it's positively antisocial, mostly done with earbuds.

But then he softens and says, "but many good podcasts involve their listeners", citing For Immediate Release as an example. He points out that podcasts have the potential to appeal to specialists, such as the academic librarians that his Audacious creative communications agency is working with.

I suggested that, inside organisations, podcasts could be listened to in groups and form the basis for discussion. Bellinger agreed, adding, "the beauty of podcasting is that it can capture discussion and debate, not just between people locally, but in vastly different locations, inside or outside the organisation."

To get staff involved, he suggests having a podcasting booth in the coffee lounge or dishing out cheap minidisc recorders.  He often records his own podcasts straight from his Skype phone calls.

"The challenge," he says, "is to push people to consider how podcasting can change the way they communicate, rather than just trying to replicate existing channels and control mechanisms."

The unstated implication of all this in quality terms is that 'good enough' is good enough, providing the content is of value to the listener.