Track 6: The Last Song

As discussed throughout the previous posts, social media has shaped society as we know it today. As the younger generation becomes more involved in the economic market, the various niche markets have been exploring how they can best take advantage of the opportunities the third and fourth screen have created. As the social media and advertising sphere are changing constantly and at an increasing rate, it’s becoming more and more important for industries to keep in touch with best social media practices.

Best Practice in Action

Specifically, the music industry has found strength in social media for the younger alternative market. The alternative music market in particular has a growing millennial fan-base, so social media marketing is becoming to be a commonplace (and common sense) occurrence. As previously explored, a trickle-down effect has occurred within the music industry in regards to using social media for advertising purposes. While it is incredibly important that the larger names at the top of the music industry chain are using social media to promote the indie bands they sponsor, it’s been shown that even the smallest unit in the chain can thrive on social media. Bands have a good rap for successfully using social media to connect with their fans interpersonally and to humanize themselves, especially on Twitter.

Moving past this, labels use social media to interact with their fans and promote multiple bands at once, effectively taking all that the bands do well and incorporating into the larger scheme of things. While sometimes it seems as if bands are almost more successful using social media on their own, labels are making great strides to using social media to their full potential.

In addition to the label use of interactive media, radio stations will use it to further their promotion of music. Radio stations, as discussed, are still in efforts to find the medium that works best to get their listeners more interactive, but it appears as if Twitter once again might be the winning platform.

Finally, this blog discussed the strides that alternative music media publications have used in regards to external social media. While it may seem redundant or odd for an entity of the media to refer to additional media, it is really just proof of how omnipresent social media has become in this day and age.

The Bigger Picture

Social media has become a necessity for marketers, especially in regards to the growing involvement and influence of the technological age of millennials. While there will always change and room for improvement, it’s important for marketers in any industry to know what their audience needs and anticipate how to best meet it before the next app update.


Track 4: Tuning In and Twitter

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.