For legacy media brands, this is a logical finding, but it also reinforces the notion that well-established radio stations and personalities can build on their heritage by adopting social media strategies.
As consumers rapidly move to these new engagement platforms, they’ll take the brands, products, and services they know and trust with them – assuming that stations, shows, and personalities are smart enough to have established social media presence and attributes.
Stations that barely acknowledge Facebook fan pages or are slow to grasp the value of connecting to the real-time web via Twitter will get passed by in the social media world. It is one thing to produce an on-air product for the transmitter. But today, streams, connectivity, and engagement are all part of the new world order of brand building.
And as we know, the power of a station's cume puts radio at a distinct advantage in moving eyes and ears to social media locales. But there needs to be content and reciprocity on those sites if radio is to derive value and meet the changing needs of its advertisers and listeners.