Monthly Archives: June 2011

The social media revolution makes it more important than ever for radio stations to develop new types of relationships with listeners. Techsurvey 7, conducted by Jacobs Media, explored how listeners use technology to relate to each other, and to stations.

Company president Fred Jacobs reflects on the evolution of the survey as it enters its seventh year. “We’ve tracked the explosion of mobile devices and social media over the years, but this time we cast the questions more in terms of people and their relationships to the technology and media.”

In March-April of 2011, Techsurvey 7 surveyed 21,000 respondents from 75 stations with AAA, classic rock, rock and AAA alternative formats. Among the key findings: 80 percent of respondents are on Facebook, making it a mainstream medium.

46 percent of them have a smartphone, up 56 percent from last year. That statistic is revealing because smartphone users can engage in more activities, from surfing the web to taking pictures, streaming media and e-mail. iPhone is the number one brand, with Android a close second. These two have the highest brand loyalty, with users saying they’ll go with them for their next smartphone purchase. BlackBerry users on the other hand, are often considering other brands.

E-mail is the first digital contact point for listeners, but Facebook is rapidly gaining ground. And while computers are the main mode of electronic communication, smartphones are quickly becoming the instrument of choice.

Despite these changes, many people working in radio are not skilled in social media, and this points to a weakness in hiring practices and the human resources end of the business. “Radio is still using the same boilerplate job descriptions it has for the past 30 years,” notes Jacobs, “and that needs to change.”

He elaborates on the skill set necessary for air talent, so that stations can thrive in the age of social networks and online media. “They should be able to communicate with listeners on air and online, and a knowledge of the local community is critical. Strong writing skills are vital, as is an understanding of the differences in writing for print and electronic media.”

Good organizational skills are important. “Radio thrives on spontaneity,” explains Jacobs. “and in order to react to situations quickly, you need to be organized and prepare in advance for whatever may come along.”

Air talent, and those who are before the public, need to present themselves physically in an attractive way. “This is a new concept for many in radio, but it connects with the consumer experience. Hermit-like personalities who never want to leave the studio, or those with anti-social traits will not leave a positive impression.”

Surprisingly, Jacobs lists video and video editing skills. “As we think of radio as theater of the mind, and grapple with convergence of media, being able to think visually and tell a story becomes more important.”

In some cases, television has embraced social media in ways radio hasn’t, according to Jacobs. He cites the example of the Back Channel, started by an anchor at WXYZ-TV in Detroit. As he began engaging more with viewers on Twitter, Steven Clark received feedback asking why all the station covered on the local news was violent and depressing stories. “Clark asked what he should be covering,” recounts Jacobs, “and got quite a few positive suggestions from viewers, many of which were used in newscasts. When the station had a meeting of bloggers at a local bar, Clark was surprised that the station was reaching a much younger demographic than anyone expected.”