The web is a different place for broadcasters. Its exactly opposite of what we have been doing our entire careers. Instead of trying to get huge numbers of people to “listen” to the station and respond, we are now looking for the hyper fan. The ability to energize and activate the fan to action is what will be the measure of success.
I’ve seen this question in research many times in the past. The “new” term for it on the web is Net Promoter scores. I’d have to credit the question to Larry Rosin at Edison Research from the broadcast side. Are you listeners so “into” your station that they actively promote it to others? Do they give you a 9 or 10 on the “how likely are you to tell others about the station” question?
Identifying that group of promoters and focusing efforts and energy on them will pay off big. If 1% of your cume is a 9 or 10, you will win. Are there 1% in your VIP club or on Facebook or Twitter? If not, how many would give you a 9 or 10? Your success depends on it. Read more about what goes into Net Promoter scores here.