We have talked a great deal about the challenges that many radio stations are facing as they attempt to develop a viable social media strategy, especially given staffing limitations. Oftentimes, the task of developing a strategy deteriorates into a bunch of tactics (“I’ll be giving away Ozzy tickets today at 4:20”), tweeted and posted by several people at the station.
The result is a checkerboard execution that often fails to deliver meaningful results. It’s like a station having four different PDs. You know the end result will be a mess.
Yet, on the social side, that’s oftentimes the way it works out. The future of managing social media brands and sites may be to designate one go-to person, working in concert with programming, sales, and marketing. A social media brand manager is where we’re all heading, but what would that person do all day?
That’s one busy day. And it speaks to the challenge that traditional media outlets will have moving forward without investment in this area from both a personnel and a strategic standpoint.
In the upcoming Tech Survey 7 study that we will field later this month, there will be no shortage of social media-related questions, designed to help stations better get their arms around changing audience needs and expectations.
But no matter the result, the trend will be to invest in personnel – at the very least on the cluster level – to address both the challenge and the opportunity of this communication pathway with consumers. As more than half of the online world now interacts on Facebook, that’s a cume audience that deserves respect and attention.
Thanks to Tom Webster for RTing this chart.