Many — maybe most — radio stations use Facebook wrong.

“Social Media is NOT ‘broadcasting…’”
“…it’s engagement,” according to Arbitron’s Digital Media Manager Jacquelyn Bullerman and DMR’s Trip Eldredge, co-presenting “Let’s Get Engaged,” at the recent Arbitron Client Conference.
They summarized a study of how 45 stations employ Social Media, and demonstrated some important do’s and don’ts.

The most-common, most-fundamental mistake stations make? Using a tool like Facebook as another one-to-many transmitter. “Social media is NOT about the station. It’s about ‘them’ [listeners who Friend you].”
And “listeners are using Facebook as Customer Service.” It’s “a very public, very transparent consumer dialogue;” and those who take the time to post are likely P1s (so-called “First Preference” listeners, those who listen to your station most), mathematically your most-valuable listeners.

Common Facebook faux pas:
Pushing the station’s agenda. “Contests, talking about the station, etc., are not ‘engagement.’”
Another no-no: Inviting questions and not responding, “like not showing up for a date.” Facebook requires attention.
Others: Ignoring direct questions. “Everyone sees that you do!” Or not-expressing-interest-in what’s being posted.
Worse: Ducking tough questions. One laughably-bad example: a station deleted all the negative posts about a fired DJ and posted an advertiser’s coupon. Ouch. A more useful response: transparency, have the conversation.

All-of-the-above are typical of how stations misuse Facebook: “No clear strategy;” the station is there “because everyone else has a Facebook page.” Better than not being there at all? Yeah…but not much.
More, including how smarter stations use Facebook, in my Arbitron Conference notes, below…

I almost NEVER do this…

…but with change now SO disruptive, I’ll make an exception.
I’ve seldom offered my newsletter for single-issue purchase.
It’s usually only available as a 12-month subscription.
But this month, I’m making an exception…because the stakes are now SO high.
Every…single…day, we read of new job cuts.
Think THIS round of Consolidation is brutal? Wait’ll you see the next one.
What happens next?
In my January newsletter: my notes from FOUR recent conventions I attended.
You can’t hit ‘em all, so I must.
What you are about to read will give you clarity.
Click here for an instant download, just $20.12…unless you’d prefer FREE…

If you couldn’t make it to Baltimore…

…for the Arbitron Client Conference/Jacobs Media Summit, two things:
1. Help yourself to FREE downloads below, of various presentations. GOOD STUFF…but one warning: You could experience info-overload. Thus…
2. Do NOT miss an-especially-meaty January HC newsletter, in-which I summarize what it all means to your station and your career.
Arbitron’s “Top Performers” study, from Arbitron/Edison Research/Scarborough Research
“Moms and Media,” from Edison Research
“The New PPM Benchmarks,” from Research Director, Inc.
“Politics and Radio: A Look at Radio Formats and the Political Viewpoints of Their Listeners,” from Arbitron
“Let’s Get Engaged: Ratings & Social Media,” from Arbitron and dmr
“Social Media Do’s and Don’ts,” from Arbitron, important guidelines for station staff
“The Road Ahead: Media and Entertainment in the Car,” from Arbitron/Edison Research/Scarborough Research

“The Future of Radio in the Car…”

…is NOT music.
In-car Internet is NOT “the future.”
It’s now! I’ve got that cord many listeners have. Plug one end into what-we-used-to-call “the cigarette lighter;” plug the other end into iPhone or iPod or whatever, and find a quiet FM channel. THAT’S “music radio” in-car now.
What IS the future of car radio? That was my presentation at the LA Talkers Regional Forum. Read a summary in my November newsletter. And download research on my homepage.

MUST reading…

“Radio remains the king of in-car media.”
Conclusion from Arbitron/Edison Research study/Scarborough Research study “The Road Ahead: Media and Entertainment in the Car,” 40 pages of Sales ammo and Programming insight.

6 Ways to Deepen Your Fan Connection on Facebook:
With nearly half of the U.S. population using Facebook, smart broadcasters use it to engage audience.
Read knowDigital’s research study, and view video of Sam Milkman’s presentation.

BOTH kinds of radio suffer.

In 2003, The Dixie Chicks’ “Travelin’ Soldier” was #1 on the Country charts one day…then gone from radio the next, after they voiced disapproval of President Bush and the Iraq invasion. Now, Hank Williams Jr. compares President Obama to Adolph Hitler, and ESPN yanks his Monday Night Football theme.
Watch:
On MSNBC’s “The Ed Show,” HC explains how Talk Radio AND music radio suffer from blacklisting and censorship…and cautions about the clout that radio’s mega-owners now wield.

You KNOW you’ve made it, when…

…you’re a $1000 answer on Jeopardy!
CONGRATULATIONS to my client The Money Pit Home Improvement Radio Show.

Are you doing, or planning, a syndicated radio show?
Read two Special Reports:
GOT A RADIO SHOW, AND WANT TO SYNDICATE? (in my August newsletter)
CHECKLIST: HOW TO HIRE SOMEONE TO ACQUIRE STATIONS FOR YOUR SYNDICATED SHOW (in the September issue).

DAY ONE: FM Talk Flip: WMAL/Washington

No sooner was the ink dry on Cumulus’ Citadel takeover than News/Talk WMAL (AM) began simulcasting on sister 105.9 FM WVRX.
As GMs-of-simulcasters-elsewhere have done in such announcements, WMAL’s Jeff Boden noted-the-obvious: “There are many potential listeners who never listen on AM, and we are now making programs of wide interest available to the largest possible audience.”
Who’s next?
CLICK TO READ WHY >>> You DON’T want to be late.

2011 NAB/RAB Radio Show: Mojo Rising

Attendance up 24%, and mood upbeat in Chicago. Your consultant — pictured here swapping cheapskate tips with Clark Howard — published extensive notes in the October newsletter.

Everyone knows it’s windy.

The Weather Channel knows how to hold attention…do you?
What radio can learn from Irene TV coverage:
Distill and repeat quotable factoids like these, which rotated at-the-bottom-of-the-screen on MSNBC pre-dawn that Saturday:

Jetblue Airways to cancel 800 flights between Sat. and Sun.
MLK Memorial event postponed
Cruises, NFL & MLB games canceled
Gov. Purdue: We are very concerned about devastation in NC.
Category 1 storm expected to hit NC coast this morning.
E. Coast moves out ahead of the storm.
Hurricane warning in effect from NC to MA.
More than 2 million people ordered to move to safer areas.
Pres. Obama signs emergency declaration for FEMA assistance.
More than 80,000 without power in NC.
Irene expected to make landfall around 8AM-10AM ET in NC
All NY airports to close noon Sunday.
Evacuation orders given for NC, VA, MD, DE, NJ and NY
Material this ear-catching could cause diary-keepers to over-report, and sure would keep-’em-tuned in PPM markets.