Radio Stations Rally Around Social Media

by | 2 minute read

Radio is More Engaged With Social Media, Espe­cial­ly With Tweets.åÊAc­cord­ing to research by the Radio Tele­vi­sion Dig­i­tal News Asso­ci­a­tion, radio sta­tions are mak­ing strides in devel­op­ing social media and mobile strate­gies to deliv­er news to new audi­ences.

Radio sta­tions are adding social media desks and com­mit­ting full-time employ­ees, and/or sched­uled groups of employ­ees, to main­tain a con­stant social media pres­ence. "42.9% of radio news direc­tors report­ed doing some­thing new with social media in the past year, com­pared to 72.4% of TV news direc­tors," Jack Loech­n­er wrote.

Sta­tions are get­ting staffs more active­ly engaged. ‰ÛÏMore‰Û was the radio word of the sur­vey in social media, says the report. "And there were even more spe­cif­ic men­tions of using Twit­ter than using Face­book, although both were quite high. The increased use of pic­tures, both still and video also made a decent show­ing," Research Brief report­ed.

"The radio use of Twit­ter rose by near­ly 9 points from a year ago, with the biggest growth com­ing in small mar­kets. Major and medi­um stayed about the same," accord­ing to The Cen­ter for Media Research.

"For the 36.8% of radio news direc­tors who said the most impor­tant thing they start­ed doing new with mobile in 2014, more than half point­ed to the devel­op­ment of one or more mobile apps."

3.2% of adults are tun­ing in to their favorite radio sta­tions and news pro­grams by using the TuneIn app on their mobile devices or stream­ing it on their desk­top computers/laptops, accord­ing to Audi­enceS­CAN. Get your adver­tis­ers to think about these types of lis­ten­ers too, when propos­ing radio ad cam­paigns. TuneIn users are most­ly men ‰ÛÒ 66.5%. They are 38% more like­ly than aver­age con­sumers to live in urban areas. In line with the radio sta­tions embrac­ing more social media, it's good to know that 45% of TuneIn users took action after see­ing ads on social net­works in the past month.

Audi­enceS­CAN data is avail­able as part of a sub­scrip­tion to AdMall for Agen­cies. Media com­pa­nies can access Audi­enceS­CAN data through the Audi­ence Intel­li­gence Reports inåÊAdMall.

Courtney Huckabay
Court­ney is the Edi­tor for Sales­Fu­el Today. She ana­lyzes sec­ondary cus­tomer research and our pri­ma­ry Audi­enceS­CAN research. Court­ney is a grad­u­ate of Mid­dle Ten­nessee State Uni­ver­si­ty.