Study Examines How Social Media Drives Radio's Ratings
November 9, 2012

A new white paper study from Canadian marketing company Jumpwire Media looks at the relationship between radio and social media. Some of the key findings include:

  • Facebook activities drive radio ratings, especially when photos are the key content posted.
  • Interesting differences between U.S. and Canada in Twitter usage. U.S. market does not take advantage of morning and afternoon drive commuter hours where as radio stations in Canada do.
  • The best time to tweet for radio stations is on a Friday.
  • Radio stations have an inherent YouTube advantage that is not being exploited: celebrity interviews helping to drive video views via proper tagging.
  • Tracking Facebook and Twitter performance metrics can identify content before it goes viral.

Jumpwire's conclusions from the white paper are:

  • Develop key media platforms to own which can build engagement. Concentrate on Facebook, YouTube, Instagram and Twitter.
  • Consider the type of content that is posted. Pictures work well on Facebook, local news on Twitter and celebrity interviews on YouTube.
  • Track the data. The strength of digital media is that everything can be measured. Decide what the key performance indicators are and set up a system to mine the data for trends and insights that can help future efforts.
  • Social media is not a department, it's a skill set that needs to be cultivated throughout the organization.

The complete white paper can be read for free here.




 
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Jeff Sottolano
Director of Programming
CBS Radio

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