Fast forward to today: kids don't need radio to be social. All this talk of social networking has radio executives wondering what happened, and how to claim their stake. But kids aren't just connecting with their own friends through Myspace, Facebook, YouTube, and Twitter, they are building up their own audiences. They don't need radio to entertain them. They entertain each other. I think that is where the radio executives fall short in understanding why the radio audience is shrinking. We think WE should be the entertainers, instead of just being a part of the entertainment. This goes back to my first point about the Shout Outs. Radio used to make the listeners the star, not the dj. I know, "we still do shout outs". But see, for the younger listeners, that's not enough anymore. With todays Social Networking, anyone can be a "star". Anyone can have an Internet radio station, or video channel. You have to do more than play music for this generation.
What can be done to get the younger demo to come back? Be a part of their Social Network! I think many stations have tried to be a part of it by setting up a MySpace page. The problem is that most stations just use MySpace as a "web page". A MySpace page should not just be another "web page". It should be used as an interactive function. But as has been mentioned in many places, MySpace is losing its appeal. However, if you have not set up a MySpace page for your station [even if your demo is 35-54!] you should set one up now. After all it's free! You know how us radio folk like free stuff! The next thing to do is set up a Fan Page on FaceBook. FaceBook is gaining momentum right now. Setting up a Fan Page is easy to do, but if you need a little help, let me know. I have my own fan page at http://facebookfan.charlieprofit.com. You can become my fan if you'd like! Again, this should be used as an interactive function with your listeners. Post bulletins, upload and share photos and videos. If you have listeners that attended a concert, invite them to upload the photos they took with their cell phones! Give the listeners some of the glory! Reward them for listening by allowing them to participate in your web community. Yes, you still need to have staff patrol the activity, but it will generate a buzz.
And we shall take this one step further. Get a Twitter account for your station. What is Twitter? Twitter is an application that allows "mini blogs". Take a look at mine at http://twitter.charlieprofit.com. [I use redirects, as it is easier for me to remember the url. If you don't understand those terms, don't worry, just click the link]. With these "mini blogs" people are able to update others in their network with what they are doing, thinking or experiencing at that moment. But if you think outside-the-box, you can not only use Twitter to give Shout Outs to your listeners, you can announce contest winners and live remotes! Imagine being able to tell your listeners where your station is at, even when they are not listening!. This is just one application that can bring back that interactivity that radio has lost over the past several years. If your station doesn't set up a main account, your jocks should set up their own individual accounts (if they haven't already)! There is also a way to have several individual accounts post to one main account. Again, just email me at charlieprofit@cabradio.com and I'll explain how.
So now you know how you can get GenY to incorporate your station into their lifestyle because you are doing what they are doing. And you will be sharing in their experiences too, because as you add your listeners to your station's Social Network, you will be able to know what they are thinking, doing, listening to as it happens. You won't need research anymore, because you will have it right there in your Social Network. Now take that money you saved on research and hire an overnight jock!
5 comments:
I've not seen insight like that before. Great perspective on the modern Internet dynamic and radio. -Jim R.
I agree. Some very good ideas presented in this article. The only part I would disagree with would be the 35-54 demo. I don't think it necessarily applies to this demo. Particularly WOMEN 35-54. I work at an AC station and with the lifestyle, I just don't think it's viable. I love the idea of being able to post the status of where your station is, even without them actually listening to the station. I just don't think busy moms are really in tune with that kind of stuff nor do they have time for it. But there are so many other demos that this would really connect with.
Thanks for the posts. ac276, if you can find a tie into your listeners life, such as sending parenting tips, arts & crafts, activities to do with the kids, then I think the Social Networking will work. Just go to iVillage.com! Women love socializing. If you can give them more than "who sang what" or "this song topped the chart" type content, and discuss what matters to them, WITH them, not at them, then you have a winning successful formula.
Thanks again for your thoughts! I hope this helps.
I would have to say that I still attract & keep more listeners, especially after I give shout-outs. I just subbed a radio show yesterday & after my 1st shout-out to a caller & song request fulfillment, I had a string of calls after that for more requests, positive comments, & whatnot. It was a chain reaction. Ladies, fellas, even people in their 30's & 40's, drunk college kids, you name it. I got 'em.
People still love to hear their names & have their song requests instantly fulfilled on FM terrestrial radio. I was pretty busy for the 2 hours I was on because of it. That's what commercial radio is missing today.
That's my take. I am an old school DJ / Air Personality who uses CD's & vinyl, NEVER a selector software or even Rane Serato.
- DJ Mo
www.djmoradio.com
That's great Mo! Now imagine being part of their "Social Network", and being able to be a part of their world even when they are not listening to the radio. Give a "shout out" when they are not listening and have them "hear" you! Give them a reason to turn the radio back on, and listen to YOU, not the competition.
The fact remains listenership is declining. We as an industry need to understand the needs of our audiences. "Shout outs" are great, in that "channel". There are multiple channels now to reach th listener.
The next generation isn't impressed with "shout outs" (obviously some are, but as has been mentioned, that audience is shrinking). They are more impressed with "sharing". That means letting them be a part of the station, not just the listener. Have you looked at how many people have literally thousands of "friends" in their "Social Networks"? Look up Dane Cook on MySpace. Tens of thousands of fans, and he can connect to each one, easily.
This is a concept that many seasoned programmers will just not understand because they won't think out-of-the-box. It's easier to blame other factors for the decline in listenership than to admit you don't know what to do next.
Don't worry, I won't leave you hanging. Part Two of this topic is coming up.
Thanks for your comments!
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