A Clearer Look at Women and Radio’s Digital Side

The folks at All Access had an advance look at a study from Alan Burns & Associates about women and radio, including how those women are using Facebook and other digital offerings.

Readers of this blog will find much of what we’ve been saying confirmed by this study.  Your Facebook fans are your super-P1s, who are not only fans of your broadcast, but also looking to engage with you regularly on your website and on your Facebook page, too.  They are more passionate about the music you play than other folks are.  What we’ve suggested are the boring beneficial basics you need to have covered on your website still apply, too.  You can read more about those here, here, here and here.

Here’s a way to think about how people use your digital offerings.  I have a good friend that I see at church every week who I also interact a lot with on Facebook.  She and I will talk about different things on Facebook, and we almost always end up talking about one or more of those things in person when we see each other.  Then, we’ll often end up talking later on Facebook about something that happened at church.  So, what happens on Facebook and what happens IRL … “in real life” … are always linked back and forth.

This is how our fans expect to interact with our radio brands.  They expect to find, on Facebook and on our websites, special information about how to maximize their use of our stations.  They don’t expect a whole new series of content streams that have nothing to do with what’s on the air.

Women want to know titles and artists of songs, when concerts are coming and how to win tickets, and other ways to interact with your existing brand.  Yet, so often, Facebook and website content seem so divorced from what is happening on the air.  They think you’re special.  Meanwhile, so many brands spend time telling people with their actions, “we’re bored with what we do for you everyday, so we hope you’ll find this other stuff we’re posting for you more worthwhile.”  To them, most of those funny videos and gossipy news stories we’re posting for them are information they can get easily in other places.  They want to know more stuff about YOU.  They want that backstage-access pass to your brand that you could be giving them with your digital assets.

That’s how you turn your Facebook page and your website into destinations.  That’s how you increase the open-rate on your database emails.

One other interesting, useful item from this study was the awareness and use of YouTube as a music source.  Your Facebook fans, even more so than your broadcast listeners, are into your music.  They know how to find it online and enjoy doing so.   My guess is they like the depth and ease of choice at YouTube when it comes to finding music.  You can take advantage of that by linking to YouTube music videos at your website.

Chris Miller 

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