In Radio it’s not a matter of IF your brand should be social but how social your brand is and what platforms are the right platforms to be on. For the most part each format has a different target audience and that target audience may prefer one social platform over another.
For example a Talk Radio station is geared toward adults. Robert Unmacht who ran the Radio Book for Clear Channel Communications (now iHeartMedia) for 15 years says that “Men between the ages of 45 and 54” are the main demographic for this format. On the flip side a format like Top 40 or CHR as it’s also known is programmed for a demographic of 18- 34 year olds according to Unmacht.
Research by Business Insider at the end of 2014 indicated that while Facebook is still the most used social platform for Teens, Instagram has more prestige among that age group. Facebook also is used more be females than males according to the report. However Business Insider says that Twitter is being used by males and according to Pew found that 22% of men use Twitter, while only 15% of women do.
So with all this in mind what do you do if you’re the Program Director or Brand Manager of a radio station and you want to take your brand social? First you have to figure out your target audience and find out where they want to be communicated with. You also need to figure out HOW they want to be communicated with. Chances are… they don’t want another long wordy post on Facebook about the latest and greatest contest that you’re running or a promotion that your clients are doing. Your listeners want content that is local and relevant to them. I believe that.
As on-air personalities we need to take our unique position as someone who is (hopefully) part of someone’s almost daily life and relate information to them and connect on a one on one level. That being said you also have to be mindful to not fly off the handle and damage our brand and the brand of our station because the penalties can be severe. Radio host Anthony Cumia of the Sirius XM “Opie & Anthony Show” was fired after one such twitter tirade (His comments are NSFW).
Jacob Media Digital & Social Strategist Lori Lewis says it best “Bottom line: Social is an opportunity to show your brand’s soul and make the audience feel like they matter. Otherwise, you’re just a commodity in the social space, something we can all get anywhere else.” You always have to be “on” when interaction on social media even after your show is off the air. So the question is what will you do to show your brand’s soul?