Posts Tagged ‘Social Media’


Radio’s Relevance Gap With Facebook Users

In Facebook on November 2, 2011 by radioray1025 Tagged: , ,

Yea but is it relevant?


Knowing what is going on in your local market is supposed to be the difference between radio and other media.  We think we know our markets best.  We think we are relevant.  We post regularly on Facebook, or Tweet like madmen.  Surely we are in the front of our markets.

Arbitron did a study recently on social media.  The gist of their conclusions was radio does a poor job. It’s understandable.  We think as BROADcasters.  Many of us have spent careers looking for the biggest possible audiences.  This social media thing is the opposite of that.  I don’t think we really get how far off target our Facebook efforts are to the real world.

Two disclaimers here.  One, the study is not a formal Arbitron study and thus has statistical issues.  Based on my observation the study is dead on target.  Two, many of the points made by the study’s author have been reiterated on this blog for the past two years.  It’s not new news and we’ve not changed our tactics.

How many people play contests on your radio stations?  Survey after survey, back when that research was commonplace, showed 3-5% of contest players was a big number for a station.  So why do stations spend as much time on Facebook as they do hyping contests?

The FB study above shows the average station gets 7% of its cume to it’s Facebook page.  Country is higher at 19%.  That number appears very generous to me, especially when you look at the cumes from PPM markets for country where FB:cume ratio of a leading country station is 2%

Here’s an experiment you can do in your market.  This exercise is NOT for the faint of heart.  You will be exposed for what you are on Facebook in this test.

Go to the ads section of Facebook as if you are going to buy an ad.  Don’t worry, you aren’t going to accidentally spend money you don’t have.  I would however cinch up your belt a bit as this experiment will be a surprise.

In the destination tab under “Design Your Ad” choose your page.  You must be an admin of your page to do this.  Skip to targeting and pick your location.  The default 50 mile radius ought to work for you.

Using the “precise interests” area, add tags similar to these:
#Country music#Country#Kenny Chesney#George Strait#Jason Aldean#Brad Paisley#Tim McGraw#Blake Shelton#Zac Brown Band#Alan Jackson#Miranda Lambert#Lady Antebellum#Luke Bryan#Eric Church#Carrie Underwood#Toby Keith#Trace Adkins#Rascal Flatts#Sugarland#Dierks Bentley#Justin Moore (singer)#Keith Urban#Brantley Gilbert#Billy Currington#Josh Turner

On the right side of the page, you’ll see the “estimated reach” of that group. Make a note of that number. Remember, these are people who have self-identified as fans of our music and artists. Now for the scary part.

Go to the Connections on Facebook area, and choose “Only people who are NOT fans of your page”

The difference in the two numbers is the “relevance gap” in the job you are doing on Facebook with country fans in your market.



I Are A Social Media Expart And A Wal Mart Greeter At Night

In Facebook on March 10, 2011 by radioray1025 Tagged: , , , ,

Have you noticed how many results you get now for “Social Media Experts?”  They are coming out of the freaking woodwork.  Anyone who has posted a web page in the past 10 years is now an expert.  About a year and a half ago I posted this about SM experts. Today, I googled the phrase and got nearly 1.2 million results

At the Albright and O’Malley pre-CRS seminar, I talked about the lunacy of this number.  Facebook started in 2004.  Twitter in 2006.  Google itself is only a little over 10 years old.  Experts?

Here’s my question.  Many readers to this blog have operated either Music Master or Selector for years as the primary methods of producing music logs for their stations.  What if I grabbed someone who liked music, let them lose with this software for a year or two and then anointed them an expert?  Crazy right?  I’m not letting anyone near my music scheduling system till I know for sure.

So why do we let our web guys and publicists run social media?  The answer is simple.  They said they could do it.  The price was right.  And anyone can do Facebook.  Right?

Proper use of this tool is for building communities.  Something publicity and web designers are likely to know little or nothing about.  The people that build communities best are the programmers of radio stations.  The problem is a time and resources issue.  I can solve those issues.

Nashville has had a new kind of gold rush in the last three years.  The rush of people who claim social media expertise without ever really talking to a listener or a concert goer.   Building communities from your social media has never been more important.  Getting people who know how is even more critical.

Dan Halyburton of McVay Media said it best.  “Maybe we need to start spending a little more money building our digital presence and a little less on ratings.”


AMT-Its Not For Music Anymore

In Facebook on January 13, 2011 by radioray1025 Tagged: , , ,

I’m trying to remember the first time I heard that set of letters. If you’ve programmed very long you recognize AMT even if it has been a very long time since you attended an event like that

Auditorium Music Test. The process where you would recruit a group of fans to your format to a room to hear upwards of 500 hooks. Pay them. Buy them dinner. And in a week or so you’d have your musical answers

Today I’d like to suggest a new meaning for AMT. It is a new definition of what we do in programming stations and reaching audiences. When you boil down what we do in radio/media today, our job is really AMT

Acquire + Monetize Traffic.

Whether its add cume, increase TSL, add unique visitors to your website, blog, or Facebook page, AMT is a new definition for all the work that goes on in our business

If you think of it that way, you will gather a whole new appreciation for all that goes into the job.

Programmers are responsible for the acquire mode. I’ll cover the four specific areas you can use to direct your activity.

Your blog or website
Your Facebook page
Your on air product
Your rewards club (whatever name you call it)

Terrestrial radio is a far greater aggregator of traffic than any newspaper and most web sites in a market. Rather than wringing your hands, let’s use that product to improve our ability for AMT.

Our goal is to acquire bodies.  Our radio stations signals are the best place to start.


Growth of Facebook stuns consumer researchers

In Facebook on February 26, 2010 by radioray1025 Tagged: , , ,

The recently completed CMA consumer study was abundantly clear in online attitudes. Three in five country music partisans go online and consume country music products. The biggest growth in consumption–Facebook.

Only 20 country music radio stations have any kind of significant presence on Facebook. One of the comments heard in the hallways of CRS was the concern that promotion of Facebook would take away from a station website. Daniel Anstandig, of McVay New Media, hammered this idea as highly incorrect. Anstandig has completed a large amount of testing on this idea. He commented that for every one person you send out of the site using social media, there are four new incoming users to your site.

Facebook growth in the comparison of the two studies showed growth of 40+% in just a little over a years time. Yet, even with all the growth, radio stations remain unconvinced of the power of social media. An issue that remains for the stations is the ability to consistently produce compelling content for web sites and for Facebook.

Facebook is where the traffic is. Most station web sites are “dead ends, or destinations.” Using Facebook effectively can grow your web sites and satisfy your core listeners. With the pressure on time and content, most stations are hamstrung by what to do next.

Using an experienced outside company who has Facebook expertise, allows stations to satisfy their core listeners at the lowest possible expense.


The one thing that scares the hell out of Google

In Facebook,Twitter on January 26, 2010 by radioray1025 Tagged: , , ,

The confusion of radio programmers on delegating their time and focus is understandable.  We are asked to do more with less and less each day.  Maintain ratings, approve and develop promotions, work with the sales department, make the web page sparkle, and maybe if you have time catch up on that social marketing thing too.

We talk a lot on this site about the importance of brand development through social media.  You may have overlooked Facebook or Twitter in the past.  You may have not put a lot of stock in their ability to help you add listeners and sell products.  Maybe your attention to social media changes when you realize Google is worried about both Facebook and Twitter.  The answer as to why is here.

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Do Me Right

In Facebook,Time Saving Tips on January 24, 2010 by radioray1025 Tagged: , , ,

There is not enough time in the day to listen to all the social media “experts” ply their trade. Even funnier, is watching all the advertising agencies attempt to remake themselves as social experts. Its a matter of necessity. Money is moving to social media from advertising. Agencies are going where the money is and becoming “social media experts.”  Its a matter of survival.

Social media is really pretty simple.

Listen and respond. Engage and talk.

Here’s my view of the “ideal” way to structure social media in radio. This list is from the best practice to least.

  1. Dedicated staff person or persons from your staff, who’s entire job is to watch Facebook and Twitter and respond.
  2. Outsourced to a social media company who gets radio and its listeners and can act as your voice
  3. Have a staff member do it as an “add on” to their job as a talent, production, promotion person or all three
  4. Do it yourself among the other jobs you handle
  5. Do Nothing

What is your decision? In the next few days, each of the pros and cons of these positions will be covered. You can sit this one out, or you can jump in.

Please share this with your friends. Thanks.

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15,740 Social Media Pros Are Wrong

In Facebook,Twitter on January 4, 2010 by radioray1025 Tagged: , , ,

Funny stat I saw this morning. In the past six months the number of “social media experts” on Twitter has increased by five fold. These are people who include some kind of “social media expert” label in their Twitter profiles.

At that rate of growth, we would have 3 million Twitter experts by 2012.

I’m betting their aren’t many, if any, who have ever been programmers of radio stations. Or who understand the problems and needs of today’s station operator. More is less appears to be the name of the game with Twitter.

Increasing your presence in online is going to require you to get involved with your audience in every way possible. Twitter and Facebook are two of the best ways to do that. Done the right way, these two services will increase engagement, web usage, ratings, and revenue. Done wrong or ignored is a path to big problems and a shortened career.

Finding the right 1% of your online audience is more art than science. Art takes a lot more time.

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