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Fred Jacobs is President of Jacobs Media, a media research and consulting firm. Jacobs Media clients have included CBS Radio, Premiere Radio Networks, Citadel, Greater Media, MTV Networks, Playboy, Amazon, Electronic Arts, NPR, Sylvan Learning Centers, and Taubman Malls. Learn more about the company here.


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August 2011

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I enjoy the blog, but when you insist on linking every other word in your posts, it makes it difficult to know what you actually want your readers to click on and what's just a throwaway about.com article. It also impedes readability.


Thanks, we will take a good look at that. Other comments welcome. Thanks for reading the blog.

Katie Marroso

Great post Fred!

To your point about how qualified PD's are to oversee a station's social media strategy I think a couple things come into play.

First it depends on if the PD is an "early" or "late" adopter of technology and/or social media in general. It's a good indicator of their mindset and creativity.

Second of course are time constraints, as you pointed out a PD's role has expanded substantially in the past few years. I think you would agree in a lot of cases this has been to the detriment of the stations and has stretched them pretty thin.

I am encouraged to see that some stations are moving toward hiring social media PD's. It shows innovation and an understanding of the value of social media. That said I believe it is crucial for social media PD's to be integrated into the marketing, programming and sales departments. If they aren't there is a risk of their messaging not being in sync with the stations overall goals as well as confusing the listeners.

Do you agree?


It's changing, to be sure, Katie. I believe that many PDs would tell you that while social media is intriguing, it takes time to develop a mastery of the space. And because it's so early in the game, no one knows where we'll be even in 12 months. My sense is that stations/clusters would be well-served by having a dedicated social mediaologist. Thanks for contributing.

Katie Marroso

You're welcome Fred my pleasure to contribute.

No doubt it takes time to develop mastery of the space I still believe there is an inherent value in listening and monitoring what is being said about the station and the personalities. A dedicated social mediaologist could do just that.

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