In NuVoodoo Ratings Prospects Study Twelve we continued to mine for low-cost, high-impact tactics that stations can employ to build tune-in and enhance daily usage. Two weeks ago we showed the potential impact of an old-school radio trick: the shoutout – just mentioning names of listeners on the air. Our data also shows that some listeners have found themselves tuning into a station because they saw an amusing or interesting post from the station on Facebook.
Among the ratings-likely populations in our sample, upwards of 25% reported that they’d had a tune-in prompted by a funny or interesting post on Facebook. Only the 14-24’s lag behind – and that’s because of their lack of affection right now for Facebook. It would be reasonable to predict that these younger consumers could be impacted by posting on Instagram.
And there’s a dark side to Social Media postings. Over a third of the ratings likelies in our sample have unfollowed a station because they objected to a posting – and it’s worse among younger demos. Your station’s Social Media postings are an extension of your brand. Just as the content on your airwaves needs to be carefully planned and executed with consistency, the content you publish in Social Media requires similar attention – there’s simply too much at stake.
The second episode of our fall webinar series is set to launch just after Labor Day. The deep dive in this new installment is contesting. We’ll share fresh insights on national vs. local contests – and how to optimize positioning no matter which side of that fray you find yourself. We’ll review best prizes from past studies and share new data on contest appointment times. We looked at participation preference for every hour 6 AM – 7 PM and we’ll show the data broken out by every music format and demo.
We’ll even look at which listeners might most appreciate promotions based on tactics other than contesting. Finally, we’ll crack open the NuVoodoo digital playbook and look at the latest tools and reveal some of the digital “secret sauce” from our marketing department. Register for episode two, Fall Contest Essentials at nuvoodoo.com/webinars.