This was presented at the 2012 Arbitron Client Fly-In. It was presented during the Urban PD Clinic. Please contact Jacquelyn Bullerman with any questions. Thank you.
That is because Social Media is whatever you make it and with that freedom it can become over=whelming… it is quite literally uncharted territory. Everyone is out there doing whatever they want and there is no scorer’s table or judge to know if it is is good/bad, right/wrong. So, today, we are going to try to build a frame-work around social media, to get you thinking about your station, your social media strategy and what you want from it~ in other words’ what does success look like for your station. There are are a lot of
Throughout our time together, we are going to be going in various places that seem unrelated but they aren’t… they all connect to: What does your station’s success look like? These little pieces of the puzzle.. All add drive what your success looks like and whether or not you are going down the correct path to get there.
When you get your Arbitron data, you feverish-ly break it out in all types of ways: gender, age, median, “key demos”, etc. Why do you do this? What is the reason for caring or knowing about the audience listening to you? It is two-fold: you need to know who is listening so you can then quantify and sell that audience to someone else…. And the second reason: you need to know how to talk to them. Knowing who your audience is by age, gender, life style, interestes helps you understand how to relate better with your audience. What is true in radio, a broadcast platform, is doubly true in social media~ what makes your community tick? This is an arbitron breakout by age….
Keep in mind that this Facebook graph is not related to the station listening audience graph I just showed~ I don’t have access to any actual station’s Facebook page so there is no way for me to do an apple to apple comparision. I would love to learn the outcome though to see if the listening audience mirrors the social media audience… I suspect most stations social media audience might skew a little younger than their listening audience and if that is the case~ what does that mean in terms of communication style? Maybe nothing, maybe something.
Again, no relationship between the station information shwon and the actual information here…. I just want to get you thinking about not assuming that your listening anudience and your social media audience are the same. They might be but not necessarily. Listening audience exlcuding online, is limited by geography while social media audience might have many transplants who just miss your station. I live in Detroit and let me tell you, in the early 90’s everyone in detroit moved to Atlanta. It would be interesting to see how heavy urba Detroit stations’ social media may (or again may not) have for Atlanta presence. The key here is not whether or not your station does or doesn’t have similar social media media vs. radio listening audience but rather knowing that information and responding accordingly.
Again, what gets them excited? Generally, videos are a big deal but here~ not so much? Is that a reflection on the video shared or just a community that isn’t into them? I don’t know. This is where you have to put on your detective hat and start looking for some information. Photos always do well but this data is for an Art orienteed website… so people on it are inherently very visual which might explain why Photos do betterWhat seems to get the best response? It appears that it is the Photos with 110 but then when you consider that there were only 4 status updates which garnered 31 Likes…. That averages about 7 likes per update then at thtat point you reliaze people really like the human touch of this website…the personal posts. Again, nothing good or bad about this data~ it is about understanding what it is saying. If the person of this Facebook page is trying to get people to click on links then they have some work cut out for them…. They would need to figure out a different way to present those links.
How are you getting those likes? What is following a big contest or did they come slowly? Are those likes worth while if you don’t get them to engage? I don’t know answer because I don’t know goal….
How are you getting those likes? What is following a big contest or did they come slowly? Are those likes worth while if you don’t get them to engage? I don’t know answer because I don’t know goal….
How are you getting those likes? What is following a big contest or did they come slowly? Are those likes worth while if you don’t get them to engage? I don’t know answer because I don’t know goal….
So we just went through some nice analytics and I hope that each of you are leaning forward and saying, “fascinating stuff, tell me more.” But I wouldn’t be suprirsed if many of you are instead saying, “ I got thirty other things to do already & social media doesn’t help with any of it. I care about growing my radio audience and more importantly I need my station to grow revenue-wise. “I just don’t have time for all this….” ” Social Media is nice to do not need to do” “There is no way to monetize it”
Throughout our time together, we are going to be going in various places that seem unrelated but they aren’t… they all connect to: What does your station’s success look like? These little pieces of the puzzle.. All add drive what your success looks like and whether or not you are going down the correct path to get there.
Throughout our time together, we are going to be going in various places that seem unrelated but they aren’t… they all connect to: What does your station’s success look like? These little pieces of the puzzle.. All add drive what your success looks like and whether or not you are going down the correct path to get there.
Throughout our time together, we are going to be going in various places that seem unrelated but they aren’t… they all connect to: What does your station’s success look like? These little pieces of the puzzle.. All add drive what your success looks like and whether or not you are going down the correct path to get there.