Why Radio Station Groups Should Be Using Social Media

A couple weeks ago I explained the value of having a website for your radio station group.  It’s just as important for your station group or at least your sales department to be socially active as well.  If your radio station cluster (or your sales team) isn’t on social media, or if it is only on Facebook, then you should certainly re-evaluate your marketing strategy. Social media is becoming more and more practical for businesses of every shape and size, and many of the platforms have integrated various features which allow you to maximize your potential as well as your profits and traffic. Here is why your radio station group needs to join the party today, and how it can help you overall.

Reputation Management

Reputation management is an integral requirement for any business. It takes just one disgruntled customer to spread negative comments about you to start an avalanche of bad publicity, this could prove disastrous to your company. Social media can be a great way to manage your online reputation. An unhappy client is quite likely to take to Twitter or Facebook if their campaign didn’t go as expected. Keeping track of comments made about you whether positive or negative, gives you the ability to respond in real time and immediately address an issue.

Social Buzz

If you really want to spread the word about the benefits of advertising with your station or stations then, just like any other product, you’ll need to create a buzz. This is fairly easy to do on social media, and by combining sites together you can really rocket your sales team.  The key is to do your research and be active on the sites your customers are using.  There is no point being active on Instagram if your tribe uses Twitter.


Businesses that are active on all of the sites their customer use will gain their trust easily compared to those that have a single inactive Facebook account.  Make sure that you maintain your social media sites properly, and post religiously.  Responding to questions in a timely manner is also critical.  As consumers we have never had more choice, shopping around is no longer restricted in terms of geography.  It is just as easy to shop overseas as it is your local store.  Making a choice often comes down to who we trust with our information.


Promoting your station branding is one of the most critical reasons for being active in social media. It’s what differentiates your station(s) from other choices.  Your brand needs to speak to your ideal clients and targeting your message is quite simple with social media.  It is a very cost effective medium provided you match your brand to your clients.


Make sure that your clients know that you are advertising experts.  Facebook isn’t the ideal place to do this since organic reach is almost dead.  The sites you want to be active in are likely to be LinkedIn, Twitter and Google Plus.  You could also sign up to forums and other local conversational gatherings.  By answering questions honestly and professionally, you can really help to establish your cluster as the market leader.


If you feel as though you are getting drowned out by your competition in the world of social media, sticking your head in the sand and hoping it goes away is not going to help. If your competition is well ahead of you with their social media presence, align yourself with an on-line marketing specialist and start playing catch up as quick as you can.


I’ve worked in markets where “quarterly sales” were common.  Sales people would hold up in their offices for a day of non-stop selling for months in advance.  Using social media is one of the most cost effective ways to reach a large and targeted audience like this.  Running competitions, special offers or creating a huge amount of interest before a large sale just comes down to an effective on-line campaign. All of this can direct back to your market website.  And that website traffic is the cornerstone of success.

Search Engine Optimization

Social media helps a lot when it comes to your SEO ranking.  Every time you link your social media profiles to your website or blog, you increase your SEO.  The more people that visit your blog and the more people that share it on social media, the more chance you have of ranking well on search engines.  This is much cheaper compared to paid advertising, but one Facebook page won’t really be enough if you want to rank among the elites.  The best plan is to have a cluster blog and link to those posts often from all of your social media accounts.

Business Valuation

At some point you may decide to sell your station and pursue other passions, or even retire.  Getting the best sale price is always on every owners mind once this decision has been made. Quite often potential purchasers will be looking at a number of similar businesses before deciding on which one to buy.  Many business valuers are now putting a value on the “brand” as well as your traditional assets such as profits multiples, stock and other tangible assets.  Even if only a small value was placed on your social media assets, a buyer is highly likely to be attracted to a brand with a strong on-line presence over one that does not.

The 7/11 Rule

It is a well known concept in today’s age that you need to have 11 individual contacts with a new customer or client, or 7 hours is contact before they are inclined to want to purchase from you or work with you.  Having someone interact with blog or social media posts is a relatively simple and time effective process that leads to that sales call or presentation. LinkedIn is one of the best mediums for implementing these type of sales funnels.

The bottom line here is don’t wait or find excuses not to start forming a social media strategy.  If you wait until your competitors are making these steps, then you’ll always be playing catch up.  The first place to start is having an informative website to draw advertisers back to.  Our “Market” website is perfect for this and provides easy access to station information, blogs, production samples and more.  We’d love to help your small station group gain traction online.  Contact us for more information.

Jim Sherwood serves as the chief creative, brand strategist, lead developer, meticulous project manager, and station collaborator for all Skyrocket Radio sites and projects. Jim is a 30+ year radio veteran with a resume spanning several small, medium, and large markets including roles as Digital Content Manager, Program Director, Production Manager, and Morning Show Host.