As addressed in past posts, individual bands and artists along with their labels make use of social media to better connect with their fans. Once the music is out and released, many rely on the proper publicity from radio stations to create buzz about their releases. It’s a common misconception that social media is replacing traditional media like television and radio. On the contrary, social media is a new opportunity that radio stations are starting to make the most out of.
Reaching the Publics
The frequently coined “networked publics” that listen to radio break consist of an active audience previously thought of as invisible by radio DJs. Audience members are doing more than tuning in or even calling in: they are interacting. Tests conducted comparing two radio stations and their audience interaction found that listeners are not only actively following radio social media, they are retweeting and even responding to posts.
The publics don’t just appear out of thin air, though. Radio stations have to both put in and maintain constant effort to be involved with their listeners. Many experts in the field are suggesting pursuing the listeners’ attention through posting more unique forms of multimedia, interacting one-on-one and showing personal connections with individual listeners, and continuing relationships with specific listeners instead of having a vague relationship with the holistic audience.
Facebook tends to be ignored in discussions of radio and social media, with a continued stress on the importance of correct utilization of Twitter. In addition to the use of the popular app and website, it was found that radio multimedia success begins with at home: with the radio website. As the audience is largely involved with the third screen (or cell phone), radio stations have been actively trying to update their websites to make them more mobile friendly and adaptive to different screens. As a result, the user experience is better in general, which can translate on to other forms of social media.
Room to Grow
As a whole, radio stations still have a long way to go with social media interactivity. Stations are making strides, but their interactions with users is still relatively low compared to the opportunities that Twitter and other social media allow. Through higher posting rates, innovative presentations of multimedia, and more interpersonal and connecting efforts, radio stations have the chance to make the most out of social media and use it to their advantage. In turn, this could further help the bands and labels already reaching out to their audiences.