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.