I used to work for a radio company running promotions (or generally just running around like a headless chicken), interacting with listeners, giving away awesome prizes (raiding the prize cupboard for chocolate), and something that I could not fathom was how the on-air announcers could possibly have time to update everything online everyday.
Take The Edge radio station for instance. On their website they have updates and links to Facebook, Twitter, YouTube, Podcasts, they Stream Live their on air shows, have voting polls and generally an absolutely overwhelming swarm of ‘information’ to share with their audience.
Having worked for them, I know I fall within their target demographic (sure it’s the higher end of, but I’m still hip for it), but I can’t help but wonder, if the core business objective is to provide on air entertainment, after including an update on Facebook, AND recording on air announcements as Podcasts to be replayed by all those who missed it, does it really need to be tweeted as well?
Perhaps this is my cynical, minimalist, point of view. If you have something to say, say it once and say it right. But then again, even I have listened to ‘that phone call’ that went viral after Kate Middleton was admitted to hospital. Thought it is questionable if this is the sort of networking that builds listenership, because I don’t remember the name of the radio station that made the call, and I believe that the bad publicity really was just bad publicity in the end for them.
Perhaps it is time to consider a spring clean of all social media platforms in use to achieve a concise and targeted marketing strategy. Identify who and what tthe marketing is trying to achieve. I suppose after all, it is the life of a radio announcer to spend their work time online browsing the web for the most exciting things online, not many job positions can boast that!