Study Examines How Social Media Drives Radio's Ratings
November 9, 2012
A new white paper study from Canadian marketing company Jumpwire Media looks at the relationship between radio and social media. Some of the key findings include:
Facebook activities drive radio ratings, especially when photos are the key content posted.
Interesting differences between U.S. and Canada in Twitter usage. U.S. market does not take advantage of morning and afternoon drive commuter hours where as radio stations in Canada do.
The best time to tweet for radio stations is on a Friday.
Radio stations have an inherent YouTube advantage that is not being exploited: celebrity interviews helping to drive video views via proper tagging.
Tracking Facebook and Twitter performance metrics can identify content before it goes viral.
Jumpwire's conclusions from the white paper are:
Develop key media platforms to own which can build engagement. Concentrate on Facebook, YouTube, Instagram and Twitter.
Consider the type of content that is posted. Pictures work well on Facebook, local news on Twitter and celebrity interviews on YouTube.
Track the data. The strength of digital media is that everything can be measured. Decide what the key performance indicators are and set up a system to mine the data for trends and insights that can help future efforts.
Social media is not a department, it's a skill set that needs to be cultivated throughout the organization.
The complete white paper can be read for free here.