At Arbitron’s annual consultant fly-in in Baltimore last month there were some really powerful presentations that talk about best practices of social media, the importance of Moms, Weekends, and listening occasions. I’ve received this link to consultant Holland Cooke’s analysis in Talker’s Magazine from a handful of people and want to share it with you.
http://www.talkers.com/2012/01/04/making-the-most-of-all-your-transmitters/#more-5553
Here are some of my takeaways…
– We need to stop using Twitter and Facebook as a promotional platform and begin ENGAGING with our “friends.” Social Media is NOT about the station, it’s about the relationship between YOU (the person – not the show or station) and the listeners. Use these platforms to have conversations. If you ask questions, also answer them. If people reply, reply back. I see this social media as the bonus track on the DVD that provides behind the scenes footage and director’s commentary.
– Moms are key to consumption of our internet, new media and social platforms. The internet is Mom’s “most-essential” medium, driven by multiple household computers, wi-fi, and the cell phone. 60% of Moms would choose her smartphone over a TV.
– Traffic is still very important to listeners, most believe traffic is getting worse each year, and they still lean on radio first for information.
– Cool presentation from ESPN about their “best screen available” philosophy (even if that screen is radio) – proving that cross-media usage is NOT a zero-sum game (reinforcing our strategy with three radio stations and a content-rich website).
– Listeners are extremely more patient with commercials than we expect.
– More people in most markets listen to the radio on the weekends than either morning or afternoon drive. Radio is a total week medium…
– The #1 Headline: Getting people to come back again and again is the ball game.
Larry Gifford 
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