Who Replies to Social Media Comments at Your Station Now?

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The just-completed Ninth NuVoodoo Ratings Prospects Study shows the connection between radio and Social Media continuing to grow. In this latest study, the overall numbers continue to grow for listeners paying more attention to stations that interact with them in the social space. This new study spanned over 5,600 respondents 14-54 across all PPM markets. In it, nearly every group of format P1’s showed increased attention for stations interacting with them in Social Media. We’re sharing deeper insights from this latest, mammoth study with clients now and will be incorporating data into our keynote at Worldwide Radio Summit in May.

Of course, the percentages were also up among likely meter and diary responders – saying they pay more attention to stations that interact with them in Social Media. So, the tables are turned sharply in your favor when you take time to respond to listener comments.

Social is where our one-to-many medium becomes one-to-one. It’s critical that we make that communication work to our advantage every time. Posts and other station-sponsored communication need to be curated carefully. What’s the benefit to the reader? Is it engaging? Relevant? Authentic? Would you want it in your news feed? Who’s writing those posts on your staff? Are they well-trained in the messaging that’s going to be strongest with these consumers?

Station responses to listener comments should be given a high priority as well. They need to be on-message for the station, reflecting the station’s brand, while being one-to-one, human-scaled communication. If responding to comments is a task you delegate, it’s important to schedule time for training and careful review until shared vision is established.

Many of us who’ve spent our careers working in and around radio began as station fans: calling in for requests, participating in station contests, attending remotes and, occasionally, writing fan letters. If you were lucky enough to have your letter acknowledged, the response was probably a one-size-fits-all form letter, along the lines of, “Thank you for your comments. It’s great to know how much you enjoy the station.”

Bullshit detectors of today’s consumers are well-attuned to hear canned responses as just that – canned responses – showing they don’t really have the attention of anyone at the station. Responses must be honest and direct, written on a one-to-one basis and feel authentic. It’s a huge commitment for staffs already stretched thin. Nielsen samples are small, but you should treat every Social Media interaction as though that consumer is carrying a meter or diary.