2. On Point’s Social Life
On Point has found some success engaging
listeners on platforms outside of radio.
I spent a day with On Point, observing the
process from start to finish.
Today I open my notes and take you through
the social workflow of producing an entire On
Point show.
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3. On Point’s Social Life
This is not meant to tell you to copy On
Point, but rather to help you understand their
process and maybe apply it to what you do.
One of the valuable things they are doing is
trying new things.
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4. What I learned
On Point has not figured out a secret formula –
they’re still trying to find what works well.
The show is already built for social – it’s widely
popular, has a nationally known host, is
topical, well-staffed and conversational.
There’s still room for improvement (they will
be the first to tell you this).
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5. About On Point
Produced by WBUR.
One two-hour show from 10 a.m. to noon ET
everyday.
Hosted by Tom Ashbrook, former foreign
correspondent for the Boston Globe.
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6. About On Point
Staff of 10:
• Host
• Director
• Senior producer
• 6 producers
• Technical director
One producer handles all social responsibilities
for each show, on top of radio duties.
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7. About On Point
14,290 Twitter followers
(twitter.com/onpointradio)
17,000 Facebook page Likes
(facebook.com/onpointradio
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9. Social instances each show
4 posts 6 posts 2 posts
Prior to show Start of show Conclusion of show
A B C
When do you think On Point gets the most
engagement with its social accounts?
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10. THE SOCIAL LIFE OF AN ON POINT SHOW
4 p.m. (the evening prior)
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12. THE SOCIAL LIFE OF AN ON POINT SHOW
4:15 p.m. (the evening prior)
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13. Posts the 10 a.m. segment link to Facebook.
• Posting the story and a pointed question the
day before gets people thinking about the
topic.
• Allows more time to generate comments.
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14. THE SOCIAL LIFE OF AN ON POINT SHOW
5:15 p.m. (the evening prior)
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17. Sometimes they will post a photo to preview a show
• Photos and links on Facebook get the most
engagement.
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18. THE SOCIAL LIFE OF AN ON POINT SHOW
5:15 p.m. (the evening prior)
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19. Sends a tweet previewing 10 a.m. segment.
• This could be less promotional, more
compelling.
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20. THE SOCIAL LIFE OF AN ON POINT SHOW
6:15 p.m. (the evening prior)
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21. Sends a tweet previewing the 11 a.m. segment
• This is true especially for topics that cause
debate.
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22. THE SOCIAL LIFE OF AN ON POINT SHOW
9 a.m. (the morning of the show)
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23. Comment curating
• Producer sifts through article
comments, Facebook comments and Twitter
replies.
• Curates most interesting responses, prints
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out, hands them to Tom Ashbrook.
27. Curating online comments
• Producer listens to show, tweets interesting
points from Tom, guest and/or a caller.
• The more of this you can do the better.
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29. Promoting Facebook and Twitter
• Tom tells listeners to respond at
OnPointRadio.org, or on
Facebook or Twitter at
“OnPointRadio.”
• When the producer finds
interesting audience comments
on Facebook, Twitter or the web
site, he/she prints out a
selection and gives to Tom
during a break.
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38. Possible On Point improvements
More teasing of shows the day and morning
before shows.
Create and post more segmented content about a
topic discussed during a show.
More in-show tweeting of quotes and
observations.
More in-show interaction with listeners.
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39. What this means for you
Experiment with different workflows.
Come up with a strategy, even if you’re
continuingly changing it.
Post to Facebook and Twitter the day before your
show airs.
Don’t just promote the time of your show – tease
out a guest or topic.
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40. What this means for you
Post pictures to your Facebook page.
Use Facebook as a fun behind-the-scenes tool.
Fill in the gaps on your Facebook Timeline.
Pull the best, most intriguing quotes and
moments from a show and turn them into stories.
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41. QUESTIONS?
Eric Athas
eathas@npr.org
@ericathas
617-622-5433
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