LinkedIn is 51% male with most users falling between 46-55. Twitter is 68% male with the largest active group between 30-49. According to, 56% of Facebook users are male between the ages of 25-34. The primary sports talk radio demographic is men between the ages of 18 to 64 years of age. What sites should you be on? Simple answer, you should be where your audience is. That is why it’s so important to know where to fish. Plus, we live in the real world, and we only have so much time to spare. Social media is ever changing, its complex, and there are way too many options to choose from. In fact, another one probably popped up while I was writing that last sentence. Right now there about ten social media platforms that are used by the general public. Just keep in mind the algorithm to all of this, these sites will punish your future posts if you put out content no one cares about. Very few shows/stations have a marketing budget, so this is our way of guerrilla marketing our product. I’m not saying that you shouldn’t promote your shows, I’m saying don’t overdo it. They want to laugh, cry, or get angry at something. People who open their favorite social media app- whether that’s Twitter, Instagram, or Facebook are trying to waste time or want to be part of a conversation. Contrary to what we’d like to believe as on-air talent, people aren’t going on social media to see what you have coming up on your show, they go on social media to be entertained. You know what 99% of those videos have in common? Very few views. I see people all the time (and I’ve done it plenty myself) whip out their phones, flip that camera feature around, and spend 2 minutes telling you ‘what’s coming up on Show XYZ’. In fact, it can be more damaging than good if overdone. Social media is not as kind to this little parlor trick. Can I just get you to listen for a couple more minutes, for a couple more seconds even? We’ve been trained that promotion is the key to hooking an audience, the good old fashioned radio tease. Our natural inclination as hosts/producers is to always be forward promoting. And in order to keep the perception positive, there are a few things to consider. But the social media world isn’t baked in reality, it’s baked in perception. Radio has a tremendous amount of value and arguably even more than social media. Did people react? Are they sharing your content with others? Are they liking your page and your posts? Did they watch that new video? We know the answer to these questions instantaneously and so does a prospective client or employer.ĭon’t get me wrong, radio has value. The analytics of social media are so easy to comprehend and so concrete. Social media hits the mark on something that radio has never been able to produce. To the one’s who refuse to come around and see social media’s value in our marketplace I say, I get it, but the ship has already left the dock. I’ve been on the sales calls, I’ve been on the email chains with executives, believe me- they do.
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I’ve even heard the old guard say, clients don’t care. I’ve heard the old guard argue that this shouldn’t be the way our content and quality is judged.
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Your account has basically become a live action resume. These days, if a prospective client or employer wants to see if you are a “big deal”, if they want to see how you interact with your audience, and how your audience interacts with you, they’re going straight to your social media channels. Like it or not, the days of selling ratings and personalities on their legacy alone are just about gone.