Today's guest blog is from our own Ralph Cipolla regarding the importance of utilizing social networking sites.
So, I go on market visits, do the WTDA-importance-of-all-things-tech rant, and often quote Leo Laporte, who said this at Jacobs Media Summit XIII in Austin, TX:
"Go back and tell your personalities – if they are not on Facebook, MySpace, Twitter, and writing a daily blog two years from now – at the latest – they will be irrelevant."
Wow.
However, here is what I often hear from more "experienced" members of the airstaff, the PD, and even the Marketing Director:
"C'mon! All that stuff is just for 14 and 15 year-olds… maybe high-school kids at the oldest."
I'll admit. I was called out on one of those market visits, in a staff meeting, after throwing out that "irrelevant" line. A personality responded with – "Great! I couldn't agree more. I'll send you a friend invite today." (gulp – red face) I wasn't on Facebook, MySpace, BuzzNet, Gather, Nexopia, or Reunion, nor was I Twittering, Yelping, or Blipping. In the interest of "talking the talk, and walking the walk" I immediately re-activated my ignored LinkedIn account, and joined FaceBook.
Based on five weeks of experience, this 40-ish year-old can testify: It's addicting, and it actually works. I have connected with college friends, high school pals, business colleagues present and past (and hopefully future, right?), and with people I met on various trips to Europe and the former Soviet Union. I also couldn't help but "befriending" a handful of radio station clients. Not the PD, but the station Facebook page. It made me realize that this social interaction can be potentially more effective and top-of-mind than the standard station website. When I log-in to Facebook to check mail and see status updates for my friends, I can't help but be exposed to the latest from those "friends" that are in fact, radio stations.
Just as I see that "Bob is looking forward to his upcoming vacation in Jamaica," I also can't help but see that "KGON is getting ready for Classic Rock A-to-Z."
Or that 98Rock is "giving away PBR tickets all weekend."
You say you have no marketing budget. True, but you still have a lot of "friends."
Addendum: If anyone doubts the ability of social networking sites to quickly… no, immediately reflect the real interests of the general population, including your audience, then consider this: just 15 hours after the USAir crash landing in the Hudson River, there were over 200 fan pages for Captain Chelsey Sullenberger, the pilot now universally considered a real-life hero. By 2 p.m. on Sunday, January 18 he had 300,000 friends, and 14,000 wall posts. This activity is coming from people from the South Bronx to South Africa… and there's no doubt members of your audience went to FaceBook to join… what did they find on your website?
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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