2. Background
Social media has become ever more
important in radio, especially online
Listener Location
Demographics
Value Added
Radio Dacorum uses Twitter and
Facebook. But with mixed results
It’s time to create a policy that aims to:
Retain/Build
Enhance
Promote
Social Media Forum Group met to
develop ideas and discuss existing
issues
Tuesday, 4 June 13
3. Disclaimer: this is a forward looking
policy, not a criticism of the past.
Tuesday, 4 June 13
4. Design of Pages- Facebook
Profile Picture:
Radio Dacorum Logo.
Slight variation, rarely.
Cover Photo:
Used to promote competitions
Themed for some events
Promote local events
Promote extra-special shows
Weekly to Bi-Weekly changes
Tuesday, 4 June 13
5. Design of Pages- Twitter
Profile Picture:
Logo (same as Facebook)
Unchanging
Cover Photo:
Brand building photo
Seasonal photo
Background neutral simple
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6. Reasoning
BRAND
SMALL SIZE OF PROFILE PICTURES
CONSISTENCY
RECOGNITION
LESS STORIES ON NEWS FEED
MOBILE DEVICES
FACEBOOK COVER PHOTOS CAN
CONTAIN MORE INFO
TWITTER PROFILE PAGES RARELY
VISITED
WE ARE OBVIOUS IN THE
STREAM/NEWS FEED
Tuesday, 4 June 13
8. On Air Posts - Facebook
Facebook wall posts during a
show limited to 2-3 per 2 hour
slot
No wall posts by show within the
final 30 minutes of a show
Discussion carried out in the
comment section of a wall post
Reply to comments
Facebook posts good quality,
with decent content (questions,
photos, FB polls (for request)
etc.) Longer than 140 characters
Posts are more what’s coming up
not what just happened
Avoid isolating non-listener
Tuesday, 4 June 13
9. On Air Posts - Twitter
Post regularly, almost no limits
RT relevant listener posts
Content- questions, discussions,
pictures, news stories + other
show enhancements
Reply if necessary to mentions
Much shorter posts than
Facebook but can be similar in
content to the Facebook posts
Tuesday, 4 June 13
10. Reasoning
Facebook posts lose visibility if too frequent (anti spam).
Ensures higher quality posts and interactions which increases reach
Doesn’t annoy non-listeners
Facebook is not built for conversations
Twitter is good for conversations and real time
Talking about the past serves no purpose, talk about upcoming features can bring in
listeners not tuned in but on Social Media
Sometimes it is impossible for someone on social media to tune in
Tuesday, 4 June 13
11. Implementation Ideas
To keep Facebook in context start with something like “On the Sunday
Service we’re wondering: what is your favourite weekend beverage? Let
us know and join the discussion by tuning in”
Photos are good discussion starters and are more visible
For requests, I would rather or face offs use Facebook Questions (leave
answers open)- you can always look at the results over the day in the
next show
Plan Social Media posting rough ideas when scheduling show
Tuesday, 4 June 13
12. As a result:
In the 15 minutes before your show you can now plug that your show is
coming up by using Hootsuite on the Edit PC without visibility being
affected or Show flow being harmed. Drawing in new listeners (hopefully)
Competitions, promos, events, special shows, recorded content can be
plugged at designated peak promo slots which do not harm shows
(planned in advance and requests for promotion go through station
management). (Hootsuite Scheduling tool can be used).
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13. Point 2: On Air Posts
Pass or Reject?
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15. Promo Slots
With more “wall space” free we can now have designated promotional post time
Can be used for: Competitions, OBs, Local Events, sharing of partners (e.g.
CAD) posts, video content, audio content, posters, show promos
Promos are to be agreed upon and then put into the Hootsuite autoscheduler
Show promos- rotational (everyone gets a go once)
Peak times: Mid-morning (post rush, snack time), lunchtime, post work/school
Promos happen in the end period/in between shows
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19. Premise
• Listeners of Radio Dacorum tend to tune into one show only and not into any others
• Some shows attract similar demographics, such as the youth (under 25s) demographic
• Summer holidays means we can attract younger listeners
Hemel
Hospital
Girls
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20. Fresh Dacorum Posters
Fresh Dacorum Jingle Set
Fresh Dacorum Show Promos
Fresh Dacorum on New Social Networks e.g. Vine
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21. If this works segmented station image and branding could be
implemented across other “genres”
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23. The Premise
Loads of great things happen on Radio Dacorum
But the audience is limited to the live listeners
Good moments can bring new listeners in
Cross-show promotion is rare
We don’t have a lot of short, sharable content
Tuesday, 4 June 13
24. The Proposal
If something particularly interesting happens on show put it in the Bite Book
Aim for your bite to be 1-3 minutes long. Get your bite edited with a short jingle at
the end saying “for more than just a bite tune in to ____ on ___ at __”
Bites are put into Myriad for playout during automated hours
Bites uploaded to MixCloud/audioBoo for sharing
People vote for bites of the month
Presenters share a Bite they may like on their show. One show could have Bites of the
week
Tuesday, 4 June 13
