So now we know.
One of the beauties of our Techsurveys is that they allow you to ask questions you just don’t have time for during the course of researching and managing your brand.
That’s where Techsurvey9 comes into play – especially when it comes to critical areas from mobile to social – where getting it right has become so much more important in just the past couple years.
The paradox with social is that it’s deceiving. Because it’s free, many think it’s easy. I’m channeling Lori Lewis a lot in this post, but so much of what she’s been preaching about (OK, cajoling and begging, too) have been born out in Techsurvey9.
We first isolated respondents who actively engage on social media platforms with their preferred stations, and we asked them how soon after they click “like,” post a comment, or tweet a station or a personality do they expect a response of some kind?
The sad reality is that the majority of these frequent and occasional “social engagers” with radio have come to expect nothing – no response, nada, zilch.
Now we know the basic mindset that social media users have when they engage – because we all use social media ourselves. When you post something or engage with a friend, you feel better when you’re acknowledged. We all know the feeling we get when a post or a tweet elicits “likes,” comments, retweets, and “favorited” tweets.
We feel validated.
It gets even better when we hear back from a celebrity, a personality, and/or a major brand. It tells us that we matter, that we had an impact, and that we’ve been heard – especially on a preferred platform where we’re comfortable.
So when we see so many radio fans – and that’s a large part of the sample makeup of our Techsurveys – expect absolutely nothing from stations, it is sad.
Perhaps this is an expectation that has been subtly nurtured and reinforced by years of unanswered phones, busy signals, and simply being treated poorly or ignored by radio stations. In a multitude of ways, radio acts out in the same manner on social media sites as it historically has over the phones and in other interactions with well-meaning fans.
But despite all this, about a third say that within a day, their expectation is some type of response from their favorite station.
And so what does this say about the social interactivity performance of most stations? Are they actively acknowledging fans on their favorite social sites or do they think this doesn’t really matter?
Devotees of some of radio’s biggest formats are the most likely to want to hear back from their favorite stations within a day: Country, CHR, AC, and Sports Radio fans lead the pack. By the way, our Generation Y respondents – or Millennials – are more apt to want to be acknowledged the same day. Same with Canadians, and maybe this says a little something about some of the true differences between their audiences and our listeners here in the States.
This is a key finding in this year’s Techsurvey9 because it speaks to some of the inherent strategic and tactical mistakes that many stations continue to make socially.
That’s why we conduct research – to learn, to strategize, and to see around corners. For programmers, marketers, and sales managers, it the statistical radar we need to make better decisions.
Our Techsurvey9 format webinars are scheduled over the next few weeks. To learn even more about how your format’s listeners are changing – and how you can adapt with them – sign up for the webinar(s) that are most near and dear to you here.
Tomorrow, we’ll look at why acknowledgment and social media interaction are often so challenging for radio teams, and how to solve these problems at your brand.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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This represents another argument against centralization of social media and overall web presence. Social Media expectations apparently vary by format and even location, meaning that one Grand Poohbah making social media decisions for an entire group can’t possibly be in touch and connected enough to fully maximize each brands social media potential.
A one size fits all metric (everyone does it or no one does) or even a one person decides all policy is bad for radio in general, but particularly limiting as a social media strategy where there is so much potential for gain and loss.
it might be interesting to compare radio’s (who claims one to one communication as a prime benefit over streamers social media strategy to that of the Pandora’s and Spotify’s of the world. I suspect that radio wins the “on air” component hands down, but off air radio may not.
Absolutely, Bob, every brand has its own footprint. And Techsurvey9 breaks this down nicely by format. For the station’s that invested in purchasing their local data, they can determine the importance of acknowledgment. Frankly, however, any brand that engages in social media ought to step up and validate people who connect with them. It’s like walking in a room, answering a question, people start answering it, and then you walk out of the room.
Regarding radio’s advantage over pure-plays, the very presence of personalities (at least at stations that have people who matter) gives broadcast an edge. IF stations step up and realize the benefits.
It takes time and commitment, and reduced staffs are going to struggle with keeping up with the audience. It is sad that at a time when few are marketing, many of these same brands don’t even have the resources to simple click “like.”
Thanks for taking the time.
Great points Fred – I couldn’t help but hearing Gary Vaynerchuk when reading this. Although, you did refrain from profanity. 😉
https://youtu.be/2UkiM3OaHxw?t=46s
How many of our CEOs, VPs, GMs, PDs and Jox even know who Gary is, his story, and what he stands for?
Love Gary Vee – an inspiration, to be sure – profanities and all. Thanks, Jeff.